The company is partnering with Centennial Yards Company and the Atlanta Hawks to open its first retail location in a mixed-use development.
The company will open what it called a “one-of-a-kind” Atlanta sports store at Centennial Yards in Atlanta, bringing an immersive retail experience to the heart of the city’s sports and entertainment district. In addition to being Fanatics’ first entry into a mixed-use real estate development, the flagship marks the first time the Atlanta Hawks’ apparel will be available at a year-round retail destination outside the arena.
Centennial Yards is located directly adjacent to Mercedes-Benz Stadium and State Farm Arena, which together draw roughly five million fans to more than 225 major events each year. It is a $5bn mixed-use development revitalising 50 acres of underutilised land in downtown Atlanta.
Expected to open in 2027, the flagship will give fans access to team gear on non-game days for the first time. It will carry the most in-demand merchandise not only from the Hawks, but from across the city’s teams, positioning it as a hub for Atlanta sports.
The store is part of a multiyear, omni-channel retail partnership between Fanatics and the Hawks, under which Fanatics will assume operations of the team’s official e-commerce business and all retail touchpoints at 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,” said Ed O’Brien, Fanatics’ Senior VP of Business Development and Strategy. “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.”
