ATLANTA, Ga. — Hawks fans will be able to shop for team gear downtown on days without a game once Fanatics opens a flagship store at Centennial Yards in Atlanta, Ga., a project the retailer and the team announced Friday under a new multiyear deal.
The store is not expected until 2027. Fanatics said it will be the company first location inside a mixed-use real estate project, and it plans to stock merchandise from other Atlanta teams alongside Hawks gear.
Parts of the deal kick in much sooner. A new team web store, HawksShop.com, goes live Oct. 19, and Fanatics takes over all merchandise sales inside State Farm Arena when the Hawks play their first home game on Oct. 24.
Centennial Yards is a $5 billion project spread across 50 acres next to State Farm Arena and Mercedes-Benz Stadium. The two venues together bring in about 5 million fans for more than 225 major events a year, according to the developer. The site was created as a master development by CIM Group.
Several businesses already operate there, including Hotel Phoenix, Cosm and Shake Shack, and a 5,400-seat Live Nation venue plus a Virgin Hotel are slated to open in 2027, the same year as the Fanatics store.
The Hawks become the 12th NBA team to hand its online store to Fanatics, which is the league e-commerce partner. Nine of those teams also let the company run sales inside their arenas.
Brian McGowan, who leads Centennial Yards Company, said the choice reflects momentum in Downtown Atlanta, where new restaurants, homes and hotels are filling the district.
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