LONDON – 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 opens today.

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 customization services for fans to personalize 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.  Fans in the UK can follow the NBA on Facebook, Instagram, X, and YouTube, and download the official NBA App on iOS and Android for the latest news, updates, scores, stats, schedules, videos and more.  Fans in the UK can also watch live NBA games and programming throughout the season on TNT Sports, BBC and NBA League Pass.