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London’s NBA Store drives the Oxford Street lane

Like their West End version of New York City’s Broadway, the Big Smoke of London now has its own NBA Store.

London s nba store drives the oxford street lane
London s nba store drives the oxford street lane

It’s just typical.

You move from the UK after 35 years of living there as a basketball fan in a country with little exposure, and then the BBC starts showing live NBA games.

Not to mention, an NBA Store opens in London.

We all know the iconic New York City flagship NBA Store in the USA is the best place to get your official NBA gear (aside from online), but there’s more.

Welcome to london
Welcome to London

The NBA has 37 stores across 12 countries. In total, there are more than 400 NBA-branded retail outlets and related attractions across the world. Yet, the one in the Big Smoke is the closest thing to taking a bite out of the Big Apple.

Operated by the Lids of the Fanatics company for those who want to cover up those receding hairlines with a baseball cap, the UK NBA Store relocated this April to much bigger premises.

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London calling the nba
London calling the NBA

Originally in the iconic district of Soho, the NBA London store has made a full-court press move to the heart of the city, Oxford Street. Right near the iconic Nike flagship store that you see as soon as you ascend from the Underground tube station.

Neighbouring Foot Locker and that London’s store’s own hallmark House Of Hoops, it looks like a couple of hardwood classics run this town now.

Big smoke big business
Big Smoke, big business

If only the new UK government could do the same. A member of staff at the NBA Store told us that the UK has pulled a significant amount of funding from the English game. Despite all that the likes of Luol Deng and John Amaechi have done for the sport in this country.

Three floors of jerseys, current and throwback, apparel, footwear, toys and memorabilia will greet men, women and youth alike. One positive sign had another sales assistant saying that they sold out of WNBA jerseys the moment they came into the store.


And to think there are still some who don’t think everybody watches women’s sports.

The iconic orange hoodie, Pop Vinyl figures, balls with players’ palms moulded into them, interactive video displays, autographed shots from hardwood history. It’s all here. There are even signed jerseys from Kobe Bryant, ambassador of the game Dikembe Mutombo and special London and Manchester game tributes all in frame like retired jerseys in their own hall of fame.

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London hoops history
London hoops history

There’s also a dedicated area to big-screen highlights, gaming facilities, fan events and special appearances coming soon.

So watch this space.

The NBA came calling, and London answered big.

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Hardwood classics
Hardwood classics
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