The next generation of sports stars is set to walk the red carpet at a kids’ fashion show on Friday, Oct. 12, to mark the opening of Rookie USA, New York City’s first premium high-end, “kids-only” retailer from Haddad Brands. The fashion show will be held from 4 p.m. to 7 p.m. at 808 Columbus Avenue, at 99th Street, directly adjacent to the new Rookie USA concept store in Manhattan.
Children of Carmelo and La La Anthony, Tyson Chandler, Amare Stoudemire, Deron Williams, C.C. Sabathia and other well-known New Yorkers will model the latest in sports gear and kids’ fashions, with their celebrity parents in attendance. Carmelo Anthony is an all-star forward on the New York Knicks, while his wife, La La, stars in the “La La’s Full Court Life” reality TV series on VH1. Chandler and Stoudemire also play for the New York Knicks, while Deron Williams is a member of the Brooklyn Nets. Sabathia is the ace of the New York Yankees’ pitching staff.
“This show marks the convergence of kids’ fashion, high concept and high technology in the kids’ apparel market,” said Fran Boller, executive VP of Haddad Brands, which owns Rookie USA. “With the glamour of lights, cameras and a red carpet, the kids of some of New York’s top athletes will show off the newest offerings from Nike, Nike Action, Jordan, Converse and Levi’s.”
The fashion show is by invitation only (in addition to being open to credentialed media). In conjunction with the fashion show, Carmelo Anthony, whose 6-foot-8-inch virtual assistant hologram is a central feature of the store, also will sign autographs at Rookie USA from 5:15 p.m. to 6:15 p.m. The Rookie USA store will be open to the public throughout the day, during its normal business hours of 10 a.m. to 9 p.m.
The opening of the 5,500-square-foot store is Rookie USA’s first U.S. retail venture. Rookie also operates stores in Beijing, China and Melbourne, Australia. The New York store carries one of the world’s largest assortments of Nike Kids and Jordan athletic footwear, and Levi’s jeans.
Rookie USA New York City features the latest in retailing technology, including OSRAM lighting, an iPad kiosk, a Kinect virtual sports station (with Season 2 games), a Rookie photo booth (where kids can customize their own sports cards), and a virtual basketball court.
The Carmelo Anthony virtual assistant is unique in U.S. retailing. Underpinned by innovative HD projection and audio-visual technology from Tensator, a hologram image of Carmelo Anthony explains the store’s interactive features and discusses the latest additions to the Jordan Melo brand. With the virtual assistant, shoppers can also scan QSR codes and use their smartphones to get exclusive deals. The virtual Carmelo also shares basketball tips.