USA. National Basketball Association (NBA) team Miami Heat’s first-ever airport store opened on 15 December at Miami International Airport (MIA).
MIA negotiated with Miami Heat subsidiary Airball Sports, in keeping with the airport operator’s emphasis on opening stores that evoke a Sense of Place. The lease runs for eight years with a two-year extension option.
After the soft opening, officials from Miami Heat were enthusiastic about the new store, which complements the team’s two other outlets, at the American Airlines Arena (where the team plays) and in The Dolphin Mall.
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The new Miami Heat store is already proving a major attraction for travellers |
For Miami Heat, MIA has been a sought-after retail location, partly because of the strong relationship between the team and American Airlines – the dominant carrier in the North Terminal where the store is located.
Miami Heat Executive Vice President and Chief Marketing Officer Michael McCullough said: “We are thrilled to have the Miami Heat store now open in the Miami International Airport, which will help to further solidify the relationship between American Airlines, the Miami Heat organisation and our community.”
The store is already proving a major attraction with passengers stopping by to have their pictures taken in front of it. Miami Heat plans to add a hash tag so that the photographs can be picked up on Twitter, part of a “˜Heat experience’ developed through the use of social media.
Fans can also watch basketball games on the televisions facing outward from the store.
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