NHL Scores With Retail Store Synergizing with Reebok, Starbucks

For those in dire need of a California Golden Seals puck or an authentic Chicago Blackhawks jersey, there's now an official retail outlet for hockey enthusiasts in midtown Manhattan.

Reebok and the National Hockey League - with a Starbucks franchise included - introduced the new-age store today, a venue complete with ice sculptures, a chandelier comprised of 430 sticks and colorful hockey sweaters as far as the eye can see.

Photo by Allan Kreda

Commissioner Gary Bettman was in an appropriately buoyant mood as he spoke about the sport's latest effort to be at the forefront of attracting new fans.

"This is a great opportunity for us to work with our partner Reebok to build our brands together and mutually work with them to create an NHL experience at the crossroads of the world,'' Bettman told me as he stood in the middle of a brand new Starbucks at the back of the NHL store. "The location is great, we think we will get a lot of traffic here."

Photo of Gary Bettman by Allan Kreda

Bettman's entire staff is moving into the same building at Sixth Avenue and 47th Street later this month, and he enthusiastically told the manager of the coffee emporium that "you'll be seeing a lot of all of us."

What he's really hoping is that the world outside the outlet's doors, just a few blocks from the famed Rockefeller Center skating rink, will stop by to spend money on hockey stuff.

"It's a first-of-its-kind shopping experience,'' added Reebok President and CEO Paul Harrington.

Even Starbucks is in on the puck action. The 181st franchise on the island of Manhattan has a wall mural combining Starbucks' green and gold color scheme with a design connoting an outdoor hockey game.

"This is great combination of brands for us too,'' Starbucks Regional Vice President, New York Metro Wendy Beckman said.

Bettman marveled at the various displays, which take design cues from skate blades and the action of skating, and he kept coming back to future interaction with the paying customer.

"We're increasingly finding ways to connect with our fans," he said.