THE new flagship NBA Store opening on London’s premier shopping street will offer consumers the widest selection of official merchandise in the UK.

Opening today, the collaboration between the National Basketball Association (NBA) and Fanatics company Lids has relocated from their original location in Soho to Oxford Street. 

Standing at three-floors and with nearly 9,000 square foot of retail space, the store features the most extensive range of officially licensed NBA merchandise ever available in the UK.

This includes current and former player’s jerseys, footwear and collectibles from brands such as Nike, Mitchell & Ness, New Era and Wilson. 

Bob Durda, president at Lids, said: “We are committed to providing our consumers with a one-of-a-kind retail experience.

“This new, expanded Oxford Street location seamlessly merges licensed NBA merchandise and memorabilia with interactive games and opportunities that will bring the community together.

“The NBA has been great to work with and we look forward to continuing our partnership to bring state-of-the-art retail locations to fans across the globe.”

The store incorporates several interactive elements including screens showing NBA highlights and interviews, as well as a dedicated activation space with gaming facilities that can host fan events.

It also offers measure-ups and handprints of NBA players past and present along with on-site customisation services for customers to personalise jerseys, a feature available other NBA Stores.

Steve Griffiths, NBA Europe and Middle East associate vice president, said: “London’s iconic Oxford Street is the ideal location to open a dynamic, expanded retail space and reflects the success of our licensing and merchandise business in the UK.

“With a diverse range of NBA products, apparel and footwear, this new flagship store will be a destination for casual and devoted fans not only in the UK but visiting from around the world.”