Shaftesbury announces the arrival of NBA and HYPE. in Carnaby

Shaftesbury announces the arrival of two new exciting brands to Carnaby. The National Basketball Association
(NBA) in partnership with Fanatics and lifestyle brand HYPE.

NBA have opened their first ever UK-based store at 14-16 Foubert’s Place. The new shop features a vast range of official NBA and WNBA merchandise and memorabilia, including exclusive NBA products, apparel, jerseys, headwear, sporting goods, toys and collectibles. The store is set over 3,500 sq ft over two floors. Operated by retail giant Lids, which is partly owned by Fanatics, it builds on Lids’ physical retail expertise that aims to provide fans with an authentic NBA shopping experience which includes a customisation service where visitors can personalise jerseys and hats.

NBA EME Director, Global Partnerships Steve Griffiths says: “Ahead of our 75th anniversary season, we are excited to welcome fans to the first NBA store in the UK. UK fans are true connoisseurs of the game, and through our partnership with Fanatics, fans of all ages will be able to celebrate their love of the NBA with an extensive range of official and exclusive merchandise”.

Lifestyle brand HYPE. will be opening their concept store in August in a prime corner unit at the gateway to Foubert’s Place. At 1,550 sq ft and set over 2 floors the store will be transformed into an immersive space and will stock classic loungewear pieces, bags and accessories. A selfie booth and a reactive game station where prizes can be won plus a raised floor which doubles as a stage for live performances can be found in the store. 5-7 Foubert’s Place.

Liam Green, Co-Founder & Creative Director HYPE. says: “This year we’re celebrating 10 years of HYPE., being a primarily online lifestyle brand, we’re bringing HYPE to reality with our first ever UK flagship store in the heart of Carnaby. We’re excited to take our customers with us on this journey, creating a state-of-the-art shopping experience channelling our brand story through innovative experiential retail”.

Samantha Bain-Mollison, Retail Director, Shaftesbury says: “We are delighted NBA has chosen Carnaby for their first UK store, creating a dynamic experience with merchandise only available to buy in this location. HYPE. is also a very exciting addition that will bring constant collaborations to the store as well as selling full collections. Foubert’s Place is an exciting pitch for brands with adidas Originals flagship, Subdued and size? plus two more announcements very soon”.

NBA 14- 16 Foubert’s Place, Carnaby, W1F 7PH // HYPE. 5-7 Foubert’s Place, Carnaby, W1F 7PY.

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