The National Basketball Association (NBA) has opened its official flagship merchandise store on London's renowned Oxford Street, marking a major expansion for the league's retail presence in the city. This new three-storey unit, located near Oxford Circus, replaces the NBA's smaller location on Foubert's Place and becomes a prominent attraction for basketball fans and tourists alike.

In addition to showcasing a wide array of licensed NBA merchandise, apparel, and footwear, the 9,000 sq ft store offers a unique shopping experience. Visitors can watch basketball highlights on screens, take in handprints and measurements of NBA legends, and enjoy interactive games and opportunities designed to bring the community together.

The store's arrival on Oxford Street further solidifies the thoroughfare as a hub for sporting goods retailers, joining other major brands like Under Armour, JD Sports, Sports Direct, Nike, and Adidas. The NBA store's presence also signifies a positive step in the recovery of the street, as it replaces an American candy shop and reduces the number of vacant retail units that have impacted the area since the pandemic.

Operated by sports merchandising company Lids, the NBA store is dedicated to providing customers with a one-of-a-kind retail experience. Bob Durda, president of Lids, expressed his commitment to offering a space that merges NBA merchandise with engaging activities for fans.

Steve Griffiths, NBA Europe and Middle East Associate VP of Global Partnerships, emphasized that the flagship store would serve as a destination for fans from the UK and around the world. The NBA's new location on Oxford Street promises to be a must-visit spot for basketball enthusiasts, offering a comprehensive shopping experience in the heart of London.