NBA Store in London relocates to Oxford Street

The National Basketball Association (NBA) and Lids, a Fanatics company and global leader in licensed sports merchandise, today announced that the NBA Store in London has relocated from its original location at Foubert’s Place in London’s Soho district to a larger location on the capital’s iconic Oxford Street. 

The new flagship store, located at 267-269 Oxford Street opened on Friday April 12.
 
The three-floor, nearly 9,000 square foot interactive retail and community space features the most extensive range of officially licensed NBA merchandise for youth and adults ever available in the UK.

This includes current and former player jerseys, apparel, headwear, footwear, sporting goods, toys, memorabilia and collectibles from major brands such as Nike, Mitchell & Ness, New Era and Wilson.

The store also offers advanced on-site customisation services for fans to personalise jerseys – a signature feature available at multiple NBA retail locations.

As part of the innovative design, the store features several interactive elements, including LED screens showing NBA highlights, interviews, analysis and social media content as well as measure-ups and handprints of notable NBA players and legends.

The store also features a dedicated activation space complete with a 200-inch-wide LED screen and gaming facilities that will host product launches, fan events, special appearances and more.

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

“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,” said NBA Europe and Middle East Associate Vice President, Global Partnerships, Steve Griffiths. “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.”

NBA fans in the UK can continue to shop online at NBAStore.eu for a wide range of NBA products featuring all 30 NBA teams. You can find other places to buy NBA jerseys in the UK here.

Do you like our work?

We have a tiny favour to ask. In 2018 we set out to make Hoopsfix sustainable by building our relationship directly with our readers. Up until now, Hoopsfix has been creating editorials, videos and podcasts to provide sorely missing coverage of the British game and its distinct culture and community.

We have funded Hoopsfix with our freelance work creating basketball media, but sadly that means not only does it fall behind our client’s priorities, but some of those clients are the same organisations we need to report objectively on putting us in a conflicted position.

We want to devote more time to our mission of helping British basketball reach its potential, and produce even more content for the basketball community by making Hoopsfix a sustainable 100% independent business funded directly by our readers through Patreon.

If everyone who enjoys our content chose to support us, our future would be much more secure. For as little as $3 per month, you can support Hoopsfix – and it only takes a minute.

We are tremendously honoured and humbled to have a community of people who value what we do, and we look forward to being at the forefront of the British game as it continues to evolve.

Support Hoopsfix