NBA increases fan engagement in Africa with first physical store


Detemined to boost fan engagement, in Africa, the National Basketball Association,
(NBA ), has opened its first physical store, in South Africa.

NBA Africa and Shesha, a premium retailer of exclusive limited edition
footwear, apparel and accessories, last Saturday, announced the opening of
the first physical NBA store in Africa.

Located in Sandton City in Johannesburg, South Africa, the 270 square meter
store, operated by Shesha, offers an extensive selection of official NBA
merchandise and memorabilia including current and former player jerseys, a
selection of youth NBA jerseys and Apparel, headwear, footwear, sporting
goods, toys and collectibles from major brands such as Nike, Mitchell &
Ness, New Era and Wilson.

The store also features authentic memorabilia from throughout NBA history
and a customization area where fans can personalize NBA jerseys.

The announcement was made Saturday, October 15, at the store by NBA Africa
CEO Victor Williams, Shesha CEO, Nirmal Devchand and 2004 NBA Champion
Richard “Rip” Hamilton.

To celebrate the opening, fans had the opportunity to take photos with the
Larry O’Brien Trophy on display in the store from Saturday through Sunday
October 16.

“Opening the first NBA store in partnership with Shesha reflects our
commitment to foster greater engagement with our passionate African fans,”
said Williams. “Through this new store, fans will be able to more easily
represent their favorite teams and players, showcase their fan base and
enhance the culture surrounding basketball on the continent.”

“We are honored and excited to deliver the first NBA Store in Africa,” said
Devchand. “This store offers NBA fans in South Africa the greatest access
to league merchandise, including jerseys from NBA players, legends and
African pioneers past and present. We look forward to welcoming basketball
fans to the NBA Store and celebrating our shared love for the game.”

In addition to merchandise, the new store features large screens showing
NBA TV, the league’s 24/7 dedicated channel that airs live games,
highlights and original content. The store also features an interactive
photo exhibit where fans can take photos as if they were standing next to
NBA players, as well as a dedicated area where fans can compare their
height and shoe size to NBA players and legends.

NBA Africa and Shesha will later this year launch the league’s first
e-commerce site on the continent, offering fans in select African countries
the largest selection of authentic NBA products ever available in Africa.

There are more than 400 NBA-branded retail outlets and attractions
worldwide that serve as the league’s official destinations for fans around
the world.

Hamilton spent 14 years in the NBA, playing for the Washington Wizards
(1999-2002), Detroit Pistons (2002-2011) and Chicago Bulls (2011-2013). He
won the 2004 NBA championship with the Pistons and was a three-time NBA
All-Star (2006-2008).

About Ojeikere Aikhoje

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