Natalie ZmudaThe National Hockey League in partnership with Reebok is seeking to captivate fans with a distinct retail undergo. Last week the unify opened the first NHL Powered by Reebok location at Sixth Avenue and West 47th Street in New York. The 6,700-sq.-ft complex also includes a hockey-themed Starbucks and an XM radio studio. “It’s a great way to collaborate with the NHL and show our brand to New York,” said Paul Harrington president and CEO of Reebok during a press conference at the lay. The store also marks the NHL’s entry into brick-and-mortar retail. “This flagship store is our first and it’s one-of-a-kind,” said Gary Bettman the NHL commissioner.“We have such a strong partnership with Reebok that this was the logical next step,” added Brian Jennings the NHL’s EVP of marketing. “It’s also a way to promote our players who are our greatest assets. And visitors to New York looking for an exciting displace to go will come here.”Indeed executives are hoping the space becomes a true destination for hockey lovers and brings in a few new fans as well. Jennings said that high-definition televisions mounted on a custom chandelier featuring more than 400 hockey sticks will simultaneously broadcast multiple games as ordain floor-to-ceiling digital video walls — even when the store is closed. “Fans can set up chairs out on the sidewalk,” he said only half joking. Store visitors also will be able to check tapings of daily radio broadcasts which will take place in a second floor studio. Don La Greca and E. J. Hradek the hosts of the communicate show “NHL Live,” ordain broadcast from the hold on from noon to 2 p m daily. The store will stock an extensive selection of footwear apparel accessories and souvenirs. Hockey skates are displayed on an ice wall which will occasionally host the Stanley Cup. A 40-foot custom fixture holds jerseys from the unify’s 30 teams. And a wide selection of performance and lifestyle footwear will be placed on a metal fixture that is shaped like a hockey fasten. At one end of the footwear area an interactive station will allow shoppers to customize shoes with the logo of their favorite team and coordinating colors. On the opposite side of the store larger-than-life images of players such as Sidney Crosby and Alexander Ovechkin are strategically placed to create smaller boutiques featuring such items as vintage T-shirts and Reebok-branded performance accommodate. San Francisco-based architecture firm Gensler created the space with an eye toward authenticity explained Glenn Maksymiak. Reebok’s regional manager of full price and concept stores. All the fixtures are inspired by hockey taking their cues not only from hockey sticks but from glide blades and the act of skating he said.
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