Fanatics to open ‘one-of-a-kind’ Atlanta sports store
Fanatics 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 5 million fans to more than 225 major events each year. It is a $5 billion mixed-use development revitalizing 50 acres of underutilized 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, omnichannel 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.
The store is part of a multiyear, omnichannel 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.
Ahead of the 2026-27 NBA season, Fanatics will begin operating the full suite of in-arena retail throughout State Farm Arena. The move shifts the Hawks to Fanatics' omnichannel model, bringing an expanded assortment and data-driven merchandising approach to gameday shopping. Throughout the partnership, the two organizations will work together to invest in capital improvements that enhance the game day shopping experience.
Fanatics is the official e-commerce partner of the NBA. The Hawks are Fanatics’ 12th NBA e-commerce partner, with nine of those teams also partnering to operate in-venue retail to create an omnichannel experience for fans.
