Reliance Retail & NBA to launch NBA merchandise in India

The new merchandise is available for fans at select Reliance Retail stores across the country and on Reliance Retail’s e-commerce platforms. In addition, Reliance Retail will provide fans and customers, who visit its stores with interactive NBA experiences including sweepstakes, Reliance Foundation Jr. NBA activations, NBA game highlights and related content on in-store TVs and more, the company said in a press release.

The collaboration builds on the NBA’s long-standing relationship with Reliance, which includes the Reliance Foundation Jr. NBA programme, multiyear broadcast and streaming agreements with Viacom18 and Jio, and a collaboration with Lakme Fashion Week that offered fashion designers from across India the opportunity to create exclusive NBA capsule collections.

“As the NBA’s popularity in India continues to grow, making products more broadly available reflects our commitment to providing fans in India with a more wide-ranging NBA experience. We are excited to work with Reliance Retail to expand the range of NBA products available to our fans in India. As a leading sports and lifestyle retailer, Reliance Retail will help us meet the growing demand for NBA-branded products and allow our fans to express their NBA fandom through a far-reaching range of merchandise and apparel. Through the integration of these retail platforms with our grassroots and fan engagement initiatives, we aim to deliver NBA experiences to our fans that go well beyond just a shopping destination,” NBA India associate vice president of global partnerships, Siddharth Chury, said.

“The NBA is one of the most followed sports leagues globally, and Reliance Retail is excited to offer an extensive range of merchandise to NBA fans in India. Our goal is to ensure that Reliance Retail stores are the go-to destination for NBA fans across the country,” Reliance Retail president and CEO (fashion and lifestyle), Akhilesh Prasad, said.

Fibre2Fashion News Desk (GK)