The National Basketball Association and XP Events are taking a new approach to merchandising at NBA All-Star 2007 in an effort to meet the increased demand for NBA All-Star products in Las Vegas. The scope of product and merchandising activities for official All-Star apparel, memorabilia and other retail products will include over 30 NBA Store satellite locations throughout Las Vegas giving the NBA its largest retail presence ever in an All-Star city.
“We have undertaken an aggressive merchandising strategy this year due to the incredible demand for product,” said Brian Keegan, Senior Director, Global Merchandising Group, NBA. “XP Events has helped us manage that demand with the most comprehensive assortment of product available at retail and an increased presence in the Las Vegas market. We believe this approach will serve as a template for future All-Star cities.”
NBA licensees such as adidas, the official outiffer for the NBA, Spalding, JH Design and Majestic Threads will provide the most comprehensive lineup of All-Star merchandise ever, including: NBA All-Star 2007 authentic jerseys; commemorative tees; tanks and sweatshirts; basketballs; jewelry; footwear; headwear; jackets and more.
In addition to having merchandise locations at customary locations like inside NBA All-Star Jam Session presented by adidas at the Mandalay Bay Resort & Casino; the Thomas & Mack Arena — site of the All-Star Game; and at NBA partner hotels, there also will be NBA Store satellite locations throughout the Las Vegas Strip and in McCarran International Airport. XP Events will host a variety of All-Star fashion shows at the Fashion Show Mall in the weeks leading up to All-Star.
“This year we are working with the NBA to provide their fans with the ultimate All-Star shopping experience,” said Alan Fey, President of XP Events. “No matter where you go in or around the Strip you will likely see someone carrying official NBA All-Star merchandise.”
Some of the merchandising initiatives leading up to and during the week of NBA All-Star 2007 will include:
o XP Events operating two high-visibility NBA Store retail merchandise locations in Las Vegas Fashion Show Mall, which will open on Feb. 1 — two weeks prior to NBA All-Star week.
o XP Events hosting 21 NBA All-Star Fashion Shows in the Grand Hall at the Fashion Show Mall, featuring All-Star merchandise from a variety of NBA licensees.
o XP Events making 2007 NBA All-Star merchandise available in the gift shops of Harrah Hotels and MGM/Mirage hotels.
o XP Events operating NBA Store mobile merchandise trailers on the Las Vegas Strip, stationing the trailers at two high-visibility locations: on the corner of Las Vegas Blvd & Flamingo and on the plaza outside the Fashion Show Mall.
o Scheduled player appearances at NBA Store retail merchandise locations throughout the week of NBA All-Star 2007.
