NBA Store
| File:NBA Store logo.svg | |
.jpg) The NBA store at 545 Fifth Avenue | |
| Founded | 1998 |
|---|---|
| Owner | National Basketball Association |
| Website | nbanyc |
The NBA Store represents a network of officially authorized retailers specializing in National Basketball Association (NBA) merchandise. Its primary location is situated in Manhattan, New York City, at the intersection of Fifth Avenue and 45th Street. Beyond this flagship, the brand maintains seven additional outlets worldwide, including cities such as Sydney and Melbourne in Australia; Milan, Italy; Beijing, China; Taipei, Taiwan; London, England; Buenos Aires, Argentina; South Africa; and Metro Manila.
Managed by the e-commerce company Fanatics, the New York store also administers the NBA’s digital retail platform at NBAStore.com. Boasting an inventory exceeding 35,000 NBA-related products, the establishment serves as a magnet for athletes, celebrities, and political dignitaries alike. It functions as a central venue for philanthropic events and brand interaction.
Since its launch in 1998, the NBA Store has leveraged the growth of international markets driven by globally recognized players. The expansion into China was particularly notable, with two outlets opening in Beijing following increased interest sparked by stars like Yao Ming and Yi Jianlian and the 2008 Olympic Games. Additionally, the brand explored virtual retail with the introduction of a Second Life NBA Store in 2007.
The original Fifth Avenue site ceased operations in February 2011 due to escalating rental expenses but continued briefly at a nearby location until its reopening at 545 Fifth Avenue in December 2015.
New York City
Founded in 1998 at 666 Fifth Avenue, this store delivers interactive features such as video gaming stations and live broadcasts of games. Its merchandise selection includes current NBA and WNBA jerseys, throwback replicas from retired players, footwear, collectibles, framed photography, home décor items like pillows and dishware, along with various branded goods. NBA staff members benefit from a 30% employee discount.
Rick Welts, who was then serving as NBA chief marketing officer, characterized the store as "the most comprehensive assortment of NBA products and experiences consolidated under one roof" located within a major global metropolis. Significant renovations were undertaken to adapt the premises to the store’s needs.
Since its inception, Steve Candeloro has held the role of concierge. The venue draws a diverse crowd including celebrities, tourists, and athletes from local franchises such as the New York Knicks and Brooklyn Nets. Distinguished guests have included former U.S. President Bill Clinton and London Mayor Ken Livingstone.
The location also hosts various events like The NBA Store Concert Series featuring performers such as Destiny's Child and Run DMC. It provides rental space for private gatherings and has coordinated charitable efforts including holiday toy drives supported by members of NBA families.
The New York Knicks have utilized this retail space for community initiatives like Autographs for Supplies, aimed at promoting education and supplying schools with necessary resources.
| Rank | 2005–06 | 2006–07 | 2007–08 |
|---|---|---|---|
| 1. | Dwyane Wade | Kobe Bryant | Kevin Garnett |
| 2. | LeBron James | Dwyane Wade | Kobe Bryant |
| 3. | Allen Iverson | LeBron James | Allen Iverson |
| 4. | Kobe Bryant | Allen Iverson | LeBron James |
| 5. | Stephon Marbury | Carmelo Anthony | Steve Nash |
| 6. | Shaquille O'Neal | Steve Nash | Dwyane Wade |
| 7. | Tracy McGrady | Vince Carter | Gilbert Arenas |
| 8. | Carmelo Anthony | Gilbert Arenas | Dirk Nowitzki |
| 9. | Vince Carter | Shaquille O'Neal | Stephon Marbury |
| 10. | Ben Wallace | Stephon Marbury | Carmelo Anthony |
† Combined sales figures from both the New York City NBA Store and NBAStore.com
During the 2006–07 season, merchandise from teams like the Los Angeles Lakers, New York Knicks, and Miami Heat—the reigning champions that year—ranked highest in sales. In the following season of 2007–08, the Lakers and Knicks remained among top sellers alongside the Boston Celtics who secured the championship.
Due to prohibitive rent levels making profitability unfeasible, the flagship location closed on February 13, 2011. According to NBA executive Sal LaRocca, demands from landlords made continued operation unsustainable. A temporary outlet functioned at 590 Fifth Avenue until August 2015 before moving to its present site at 545 Fifth Avenue later that year.
Beijing, China
The NBA's global ventures, especially within China, account for roughly 10 percent of overall profits while representing a key area for expansion. With an estimated 300 million individuals playing basketball and 83 percent of males aged 15 to 61 showing interest in the sport, the NBA stands as the premier sports league in China. Its merchandise is available in between 30,000 and 50,000 retail outlets nationwide, a presence amplified by the popularity of Chinese athletes such as Yao Ming (selected first overall in the 2002 NBA Draft) and Yi Jianlian (chosen sixth overall in 2007).
By 2006, the NBA had plans to open its inaugural store in either Beijing or Shanghai. That same year, NBA games were broadcast across 215 countries, featuring 83 international players—approximately one-quarter of all league participants—and by 2008, the league included 75 players representing 32 different nations.
On January 14, 2008, the NBA established NBA China, a joint venture with ESPN and Chinese partners to oversee all league-related operations throughout Greater China. Headed by CEO Tim Chen, formerly Microsoft’s Greater China leader, this organization drives the NBA’s strategic growth and leadership in the region. In anticipation of the 2008 Summer Olympics, the NBA inaugurated a flagship store in Beijing, with marketing managed by the JuneYao Group.
Currently, two NBA stores operate in Beijing, with ambitious plans to grow to as many as 1,000 locations within five years. The flagship venue opened on July 15, 2008, showcasing approximately 400 different products and attracting around 1,000 visitors on launch day. Merchandise revenue was expected to rise by 60 percent during that year. Nearly one-third of nba.com’s traffic originates from its Mandarin-language site (china.nba.com), developed by Plus Factory with offices situated in New York City and Beijing.
From 2006 through 2009, jersey sales data reveal Kobe Bryant as China’s top-selling player. Meanwhile, Yao Ming's rankings varied between sixth and tenth place; teammate Tracy McGrady consistently held third or fourth positions.
| Season | 1st | 2nd | 3rd | 4th | 5th | 6th | 7th | 8th | 9th | 10th |
|---|---|---|---|---|---|---|---|---|---|---|
| 2008–09 | Kobe Bryant | LeBron James | Kevin Garnett | Tracy McGrady | Dwyane Wade | Yao Ming | Chris Paul | Allen Iverson | Dwight Howard | Carmelo Anthony |
| 2007–08 | Kobe Bryant | Kevin Garnett | Tracy McGrady | Paul Pierce | Allen Iverson | Gilbert Arenas | LeBron James | Dwyane Wade | Dwight Howard | Yao Ming |
| 2006–07 | Kobe Bryant | Allen Iverson | Tracy McGrady | Dwyane Wade | LeBron James | Yao Ming | Kevin Garnett | Tim Duncan | Carmelo Anthony | Gilbert Arenas |
Second Life
The massively multiplayer online game Second Life includes a virtual version of the NBA Store that launched on May 1, 2007, coinciding with the 2007 NBA Finals between the San Antonio Spurs and Cleveland Cavaliers. This digital retail location forms part of the NBA’s approach to broadening its international footprint through innovative virtual platforms. Within this virtual environment lies a T-Mobile arena where users’ avatars can watch Finals highlights displayed on a JumboTron screen, marking the NBA as the first major professional sports league to establish an extensive presence inside a virtual world. The entrance design replicates that of the real New York City store, featuring double revolving doors and gold-colored NBA signage.
In addition, since 2004, the NBA Live series has incorporated an EA NBA Store feature for home gaming consoles. This allows players to acquire digital sneakers and jerseys using points earned through gameplay—demonstrating how the NBA integrates gaming experiences with merchandise sales strategies.
External links
- NBA.com/NYCstore – Official website featuring a virtual walkthrough of the New York retail location.
- China.NBA.com/nbastore – NBA's Chinese store website (Mandarin language)