sgbonline
Fanatics has announced plans to open a flagship Atlanta sports store at Centennial Yards through a new retail collaboration with the Atlanta Hawks. This initiative represents Fanatics' inaugural foray into a mixed-use real estate development and will provide a year-round retail destination for Hawks apparel outside the team's arena for the first time.
Andrew Saltzman, President of Business Enterprise and Chief Commercial Officer of the Atlanta Hawks and State Farm Arena, expressed enthusiasm about the partnership: "Fanatics is one of the most respected players in sports retail, and we are thrilled that this partnership will provide Hawks fans a world-class retail experience both digitally and in-store. As our brand continues to evolve, it is exciting to be able to serve our fans year-round in State Farm Arena and introduce a state-of-the-art Fanatics store in Centennial Yards that both local fans and visitors will enjoy for years to come."
Brian McGowan, president of Centennial Yards Company, highlighted the significance of the development: "When the leader in sports retail chooses Centennial Yards for its first location in a mixed-use development, it says something about where Downtown Atlanta is headed. We're seeing that momentum across the district, from new restaurants and entertainment to residences and hotels. Fanatics adds a destination built for Atlanta's sports fans, right across the street from State Farm Arena and Mercedes-Benz Stadium."
Key Analysis
The Hawks are Fanatics' 12th NBA e-commerce partner, with nine of those teams also partnering to operate in-venue retail, creating an omnichannel experience for fans. This move underscores Fanatics' strategic expansion into physical retail within mixed-use developments and signals growing momentum in Downtown Atlanta's revitalization.
Originally reported by sgbonline.