Agilité begins work on NBA and Fanatics’ first store in Germany

29th Jul 2022

In the wake of successful retail roll-outs in London and Paris for National Basketball Association (NBA) and Fanatics, Agilité is looking forward to making a start on the latest store – in Berlin, Germany.

To find out more about the newest opening on the continent, read the official press release from NBA Communications, below.


The National Basketball Association (NBA) and Fanatics, a digital sports platform and one of the largest global providers of licensed sports merchandise, today announced that the first NBA Store in Germany will open this fall in Berlin.

The new store, operated by retail giant Lids and located at Alte Potsdamer Str. 7, 10785 in The Playce at Potsdamer Platz, will mark the first NBA Store in Germany and the fourth and largest in Europe, joining London (UK), Milan (Italy) and Paris (France).

The nearly 1,000-square-meter store will feature an extensive range of official NBA and WNBA merchandise and memorabilia, including jerseys, apparel, headwear, sporting goods, toys and collectibles from major brands such as Nike, Mitchell & Ness, New Era and Wilson.  The store will also feature exclusive NBA Berlin-branded apparel and novelties, as well as a customization area where fans can personalize NBA jerseys and hats for all 30 NBA teams.

“The NBA Store in Berlin will provide an unparalleled, premium NBA shopping experience for fans in Germany featuring the region’s widest array of custom merchandise across their favorite teams and players,” said NBA Europe and Middle East Senior Director, Global Partnerships Steve Griffiths.  “Through Fanatics and Lids, this immersive retail experience will serve as a unique opportunity for fans to access the latest NBA apparel and products to express their individual style.”

“Lids is excited to bring the first NBA Store to Berlin,” said Lids Sports Group President, Britten Maughan.  “Located at The Playce at Potsdamer Platz, the store will provide basketball enthusiasts with an extensive range of official apparel and memorabilia, along with the option to specially customize products of their choosing.  Basketball is a sport that transcends every culture.  Lids is excited to provide a destination for locals and tourists to shop an extensive offering of fan and fashion product.”

“We work closely with the NBA to look at new ways it can reach its ever expanding global fanbase and we’re therefore delighted to be opening yet another global retail presence in a key international market,” said General Manager, International for Fanatics, Danny Downs.  “When the new store in Berlin opens, NBA fans in Germany will have an unrivalled customer experience delivered by Lids, global leaders in sport retail, and we cannot wait to welcome them into the new store.”

As part of the league’s collaboration with Fanatics and building on Lids’ physical retail expertise to provide fans with an authentic NBA shopping experience, additional NBA Stores outside the U.S. operated by Lids are scheduled to open this year.  Locations and details will be announced at a later date.

Upon the opening of the NBA Store in Berlin, there will be physical NBA Stores in the league’s top three merchandising markets in Europe, with Germany joining the UK and France.  There are more than 400 NBA-branded retail stores and attractions worldwide that serve as the league’s official destinations for fans around the world, including the flagship NBA Store in New York City operated by Lids.  NBA fans in Germany and across Europe can continue to shop online at for a wide range of NBA products featuring all 30 NBA teams.

For more information about the NBA, fans can visit @NBADeutschland on Facebook and follow @NBA_de on Twitter and @NBAEurope on Instagram.  Fans in Germany can watch live NBA games and programming throughout the season on DAZN.  Fans can also download the NBA App for news, updates, scores, stats, schedules, videos and more.

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