Fanatics will put its first store in a sports-adjacent mixed-use real estate development as part of a deal with the Hawks that turns over the team’s in-venue and e-commerce business to the sports merch juggernaut.
The flagship store will sit in Centennial Yards, the $5B, 50-acre development located across from State Farm Arena and Mercedes-Benz Stadium in downtown Atlanta. Hawks owner Tony Ressler is an investor in Centennial Yards, which began opening its fan district earlier this year.
The Fanatics store, expected to open in 2027, will offer Hawks gear, as well as all other Atlanta teams’ merch, and is the first time Hawks gear will be offered year-round at a physical store. Fanatics will additionally handle all merch outlets within State Farm Arena, while the team’s new e-commerce destination, HawksShop.com, launches Oct. 19.
Fanatics is the official e-commerce partner of the NBA and the Hawks become the company’s 12th NBA team partner. Nine of those 12 utilize Fanatics for in-venue merch business, too. The Hawks previously ran their retail business in-house.
The Fanatics flagship joins a growing roster of destinations at Centennial Yards, alongside Hotel Phoenix, Cosm, Shake Shack, and the Irish Exit bar, which already opened. A 5,400-seat Live Nation music venue is under construction and expected to open in 2027. The mixed-use project is being developed by CIM Group.
