Fanatics to Open Flagship Store at Atlanta Centennial Yards
The sports retailer will open a new retail location in the downtown Atlanta development by 2027.
Updated on Oct. 27, 2026 in Retail
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Fanatics is set to launch its first mixed-use development retail store at Centennial Yards in Atlanta by 2027. This expansion follows a new partnership to manage e-commerce and in-arena retail for the Atlanta Hawks.
Why it matters
The move aims to enhance the fan shopping experience by providing year-round access to Hawks apparel outside of State Farm Arena. It strategically positions the retailer near high-traffic venues that host millions of visitors annually.
The $5 billion Centennial Yards project spans 50 acres and serves an area that hosts over 225 major events annually. The complex draws approximately 5 million fans each year to State Farm Arena and Mercedes-Benz Stadium.
The players
Fanatics
An international retailer and e-commerce company that specializes in licensed sportswear and sports merchandise.
Atlanta Hawks
A professional basketball team in the National Basketball Association that plays its home games at State Farm Arena.
Centennial Yards
A major mixed-use development project currently under construction in downtown Atlanta.
The details
Fanatics is implementing an omnichannel retail model that will cover all retail touchpoints within State Farm Arena. The company is already the official e-commerce partner for the NBA and counts the Hawks as its 12th professional basketball team partner.
Timeline
Fanatics will begin operating in-arena retail at State Farm Arena ahead of the 2026-27 NBA season.
The flagship store at Centennial Yards is scheduled to open in 2027.
Market Landscape
This move extends the NBA's official e-commerce partnership model by bridging digital sales with a dedicated physical presence in a major urban hub. The strategy mirrors broader trends of sports organizations seeking year-round commercial engagement beyond game-day attendance.
Local fans will gain year-round access to official team merchandise at a convenient downtown location. Shoppers can also expect a more integrated retail experience at State Farm Arena starting with the 2026-27 season.
The takeaway
The development signals a shift toward making team merchandise accessible even when games are not in session. Residents and visitors can expect more consistent availability of Hawks gear throughout the year.
Further reading
For more on the local commercial environment, visit the Atlanta Retail section.
Source note: This article includes information reported by Chain Store Age.
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