Fanatics has partnered with the Atlanta Hawks to bring a flagship sports store to Centennial Yards. The store, which will mark Fanatics’ first venture into the Atlanta market, should open in 2027, according to a release.
The store will offer Hawks apparel year-round as well as gear from other Atlanta teams, providing a space for fans to purchase sports merchandise outside of the arena.
“Fanatics is one of the most powerful players in sports retail, and we are thrilled that this partnership will provide Hawks fans a world-class retail experience both digitally and in-store. As our brand continues to evolve, it is exciting to be able to serve our fans year-round in State Farm Arena and introduce a state-of-the-art Fanatics store in Centennial Yards that both local fans and visitors will enjoy for years to come,” Andrew Saltzman, president of business enterprise and chief commercial officer of the Atlanta Hawks and State Farm Arena, said in the release.
There will also be an e-commerce aspect to the new relationship between the Hawks and Fanatics, and HawksShop.com will launch on Oct. 19, offering a vast array of team merchandise.
Fanatics will also become the operator of in-arena retail throughout State Farm Arena.
“This partnership marks Fanatics’ first entry into a mixed-use real estate development, and there’s no better place to start than Atlanta, whose fans are as passionate as any in sports,” Ed O’Brien, Fanatics’ SVP of business development and strategy, said in the release. “Beyond providing a best-in-class shopping experience for Hawks fans online and at the arena, we’re building something for every sports fan in Atlanta with our upcoming flagship store. We’re proud to bring this vision to life alongside great partners at the Hawks and Centennial Yards.”
