Jane Neal
April 8, 2022
National Basketball Association
At A Glance
License Global speaks to Rob Millman and Lisa Piken Koper about what opportunities exist for NBA brand extensions.
Sports fans and sports merchandise are like macaroni and cheese – it’s hard to imagine one without the other. For decades the
National Basketball Association
has shown that it knows how to court its fans, cashing in on their fervent loyalty. Spanning generations and cultural segments, iconic representations of team- and player-themed regalia – sneakers, jerseys, shorts, T-shirts and more – have long been commonplace sights. But, as society and consumerism continue to evolve, the traditional apparel and footwear sector is continuously being joined by new channels.
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