April 6, 2018
Bloomingdale’s has teamed up with the National Basketball Association to celebrate the 64th NBA All-Star Game with basketball-inspired, in-store shops.
The pop-ups will be filled with NBA team and All-Star merchandise along with a number of other co-branded activations.
Debuting this month, pop-up shops at 16 select Bloomingdale’s stores will feature retro-era jerseys, vintage graphic tees and accessories. The shops will be stocked with merchandise from Mitchell & Ness, Sportiqe, Junk Food, Been Trill, Mark McNairy, Stance and more and will also include an exclusive selection of New York Knicks and Brooklyn Nets Varsity gear. Merchandise will also be available for purchase online at Bloomingdales.com.
The pop-up shops will remain in place until the All-Star game takes place, Feb. 15.
"We are thrilled about our partnership with Bloomingdale’s, a premiere retail destination," says Chris Brennan, senior vice president, global retail development, NBA. "Having a presence in both Bloomingdale's stores and online is a unique and exciting way to celebrate this year's NBA All-Star Game and connect with new and existing style-centric fans."
The partnership also includes one-on-one style videos with NBA shooting guard James Harden, a content partnership with GQ and an auction benefiting Mentoring USA to win the ultimate All-Star Game weekend in New York City.
“We saw the opportunity to tap into the basketball community’s love for fashion with our own through close collaborations, merchandise, visual displays and special events, to celebrate this iconic event with fans and shoppers while supporting Mentoring USA,” says Frank Berman, executive vice president of marketing, Bloomingdale's.
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