14 May. 2010
NEW NBA CONCEPT STORE BOWS AT SHANGHAI WORLD EXPOThe National Basketball Association debuted its new global retail design and eighth store in China yesterday at the Shanghai World Expo. The store carries a wide assortment of NBA merchandise including Adidas jerseys, Spalding basketballs, footwear, memorabilia and souvenirs, while bringing the game experience to shoppers with arena-style lighting, open ceilings, basketball-inspired signage and NBA action photography. Custom mannequins assuming various basketball positions also feature throughout the space. “The love of basketball and excitement for the NBA in China is so strong that it made sense for us to unveil our new global retail design in Shanghai,” said Tim Chen, CEO, NBA China. “As people from around the world visit the Expo over the next six months, they will have the opportunity to connect with our brand and experience the NBA in this new interactive retail environment,” he added.
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