• October 10, 2007

Reebok and the National Hockey League have opened a co-branded hockey-themed store on 6th Avenue and 47th Street on the ground floor of the new NHL headquarters in New York City.

The retail outlet, "NHL Powered by Reebok," includes interactive kiosks, an "Ice Wall," for merchandise, floor-to-ceiling digital video walls and Reebok equipment, footwear, apparel and accessories. The store has e-commerce kiosks on which consumers can order, and visit Reebok's e-commerce Web sites, RbkCustom.com, to create footwear.

Other merchandise includes trading cards, posters, and NHL games for Xbox 360, PlayStation 3, Nintendo DS, and EA Sports.

Store details include a chandelier in the center of the room comprised of hundreds of hockey sticks, and merchandising walls that take design cues from skate blades. The store also has displays featuring jerseys and hats of all 30 NHL teams. There's also a "store within a store" Starbucks outlet, and audio stations where visitors can listen to XM Satellite Radio.

--Karl Greenberg