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.

Want to learn more? Check out the full story here in the April issue of License Global, out now!