NBA opens its first store in Paris
Roberta HERRERA
As American tourists flock back to the streets of Paris, the NBA is setting up shop on Boulevard Saint-Michel. The American basketball association’s distribution partner is opening a Parisian flagship store on the left bank of the French capital. After Milan and London, this Parisian boutique is only the third NBA store in Europe, while it has about 400 points of sale worldwide.
The new three-story, 300-square-foot store will carry the NBA and WNBA (women’s league) collections from a variety of different partners, including jerseys, apparel, caps and hats, sporting goods, toys and collectibles from NikeNew EraWilson
The NBA management has entrusted the distribution of these collections to the Fanatics group, which specializes in online sales and is also a partner of PSGCourir
“Lids is thrilled to open the first NBA store in Paris,” said Britten Maughan, president of Lids Sports Group. “Located on Boulevard Saint-Michel, the store will offer the largest assortment of NBA products in the country, including fan apparel and fashion items inspired American basketball culture. The NBA has widespread appeal around the world, and we are confident that this new store in Paris will emulate the success of those in London and Milan, serving as a destination for locals and tourists alike,” he added.
In order to increase its appeal, the store will offer exclusive NBA Paris merchandise. Fans will also be able to visit the customization corner to make their jerseys or caps from all 30 NBA teams unique.
This store opening is also a significant milestone for the Lids Sports Group in Europe. The American group has a strong presence across the Atlantic
