On April 10, the NBA, Top Sports and Nike jointly opened the first NBA flagship store in China, making it the biggest flagship store outside of the US.
The store is located at Intime Mall, a high-end shopping center in the well-known shopping area of Wangfujing. NBA legend Ray Allen and Derek Chang, CEO of NBA China, plus other management team, were present at the opening ceremony alongside dragon dance and performances by the Indiana Pacer's cheerleaders team.
The NBA Beijing Flagship not only wants to attract male customers, but also hopes to attract more female and young customers to buy NBA merchandise, according to Derek Chang. He emphasized that this is the first time an NBA Flagship had been set up in China following the opening of the NBA Playzone and NBA Center on the mainland. They hope that experiential projects such as this flagship store can help bring more NBA culture and atmosphere to the Chinese market and act as supplements to live events and event broadcasts.
The NBA Beijing Flagship consists of two floors with a sales area of around 1145 square meters. The first floor is a Nike Basketball experiential store and the second floor will supply trendy NBA style men and women’s clothing and accessories, children’s NBA products, NBA x Beats products, and other category products.
Reference: Yutang Sports
Proofread by Raymond Fitzpatrick