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NBA launches first online store in India

MUMBAI: The National Basketball Association (NBA), in partnership with Jabong.com, has launched its first official online store in India.

NBAStore.in will feature an array of NBA merchandise and will also showcase NBA products for women in the country.

The collection of around 200 NBA products will include shorts, jerseys and T-shirts for men and women, priced between Rs 1,400 and Rs 14,000. Present at the launch was Bollywood star Abhishek Bachchan.

The store will also offer exclusive products including on-court products and fan gear from Adidas, women’s and men’s fan gear from Levelwear, NBA socks from New Horizon, official NBA basketballs from Spalding and basketball footwear from Adidas, Reebok, Nike and Brand Jordan. Each season, the store will add exclusive products to its inventory.

NBA India MD Yannick Colaco said, “Passion for basketball and the NBA is growing rapidly in India, and the increasing demand for NBA merchandise makes this the perfect time to launch a dedicated e-commerce destination. Digital is an enormous growth area for us, and NBAStore.in will allow us to reach more fans and greatly extend beyond the major markets.”

Jabong and NBA will promote the store extensively across TV, digital and social media. The products will be integrated into NBA television programmes airing in India like ‘NBA Inside Stuff’, and NBA players and legends participating in Google Hangouts. Moreover, a special NBAStore.in section will be created within NBA Jam, the league’s college-based basketball and entertainment touring property which will travel to 16 cities later this year.

Fans that purchase merchandise will have a chance to win autographed NBA jerseys as well as tickets to NBA regular season games, NBA All-Star and The Finals.

NBAStore.in will be an NBA-branded destination within Jabong.com, which claims to have 30 million unique visitors per month and delivers to more than 400 cities, towns and villages.

Jabong.com co-founder and MD Praveen Sinha said, “Sports are a major draw among today’s youth in India and we have seen a spike in demand for branded sportswear on Jabong. We are extremely happy to partner with one of the biggest and greatest brands in sports, and are confident that the NBA will be able to power the game of basketball to the same levels of popularity seen in other parts of the world.”

The store will complement NBA’s partnership with Adidas which offers fans NBA products in over 200 Adidas stores across India.

The India launch marks the NBA’s fifth international online store. The other online stores include NBATienda.com for Mexico, LojaNBA.com for Brazil, NBAstore.eu for Europe, the Middle East and Africa, and NBA.tmall.com for China. As per a statement, on the whole, more than 30 per cent of NBA merchandise revenue is generated internationally.

This season, 14 NBA games per week are televised on Sony Six, up from six in the last season, and attendance at grassroots basketball events has also doubled.

In India, the NBA has hosted more than 500 events in 10 cities since 2008, and opened its first office in Mumbai in 2011. Nearly 30 NBA players and legends have also conducted basketball events in India.