NBA flagship opens on Oxford Street

It’s bigger and it’s moved to a more prominent London location. The National Basketball Association’s (NBA) official merchandise flagship London store has opened a new three-storey unit on Oxford Street.

In a further endorsement of Oxford Street’s continuing recovery, the store notably replaces an American candy shop, reducing the blight of the number of  units that plagued one of London’s main retail thoroughfares in the post-pandemic era. It also means the street continues to become a magnet for sporting goods retailers, joining Under Armour, JD Sports, Sports Direct, Nike and Adidas. 

The new 9,000 sq ft unit becomes the NBA’s official merchandising flagship in the capital. The 267-269 Oxford Street store near Oxford Circus, replaces the previous, smaller, NBA location on Foubert’s Place, close to Carnaby Street.

As a major attraction, the new store will include screens showing basketball highlights and measurements and handprints of NBA greats.

Operated by sports merchandising firm Lids, its president Bob Durda 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.”

NBA Europe and Middle East Associate VP, Global Partnerships, Steve Griffiths, added: “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.”