NBA hires tech firm to run Midtown flagship store

Online retailer Fanatics looks to create "integrated shopping experience" at Moinian building

TRD New York /
Jun.June 04, 2015 03:00 PM

In a move indicative of many retailers’ increasing desire to modernize operations, the National Basketball Association has hired online sports apparel retailer Fanatics to operate its new 25,000-square-foot flagship store in Midtown.

Terms of the multi-year deal with were not disclosed. The NBA signed a lease for the new flagship store, at the Moinian Group’s 545 Fifth Avenue, late last year. Adidas currently operates the current, smaller NBA Store at 590 Fifth Avenue, which will close later this summer.

Fanatics already runs the online store for the NBA as well as other major sports leagues, according to Re/code. The company hopes to use that platform to create an “integrated shopping experience,” making it easier for in-store shoppers to buy merchandise online when apparel is out of stock.

The store will feature employees outfitted with handheld devices that will allow customers to check out without waiting in line or order products from the NBA’s online store if they can’t find them on the shelves. [Re/code]Rey Mashayekhi

Related Articles


Fifth Avenue takes another hit: Tommy Hilfiger is leaving its flagship

With huge refi, Moinian to take complete control of 3 Columbus Circle

By the numbers: Fifth Avenue’s pricey retail rents have prompted luxury retailers to flee the tony stretch

Thor Equities is in a very precarious position at 597 Fifth

Versace joins slew of retailers leaving
Fifth Avenue

Gap to close Fifth Avenue location next year

Manhattan’s turbulent leasing market, Brooklyn’s bubble and more of the biggest trends in CRE right now

PHOTOS: Inside Moinian’s 2018 holiday bash