A company described as world-class and one of the most powerful players in sports retail is planting its flag in the growing Entertainment District at the heart of Centennial Yards and the doorstep of Atlanta’s largest sports coliseums.
Project developer Centennial Yards Company and the Atlanta Hawks have announced that sports retailer Fanatics will open a flagship location at the 50-acre, $5-billion downtown megaproject in 2027.
Officials describe plans for the Centennial Yards’ sports store as “immersive” and “one-of-a-kind,” where fans will be able to shop merchandise from the Hawks and other Atlanta franchises year-round. (That’s a first for the Hawks, outside State Farm Arena across the street.)
The deal also marks Fanatics’ first bet on a store within a mixed-use real estate development, according to Brian McGowan, Centennial Yards Company president.
“[That] says something about where downtown Atlanta is headed,” McGowan said in a leasing announcement. “We’re seeing that momentum across the district, from new restaurants and entertainment to residences and hotels.”
Overview of the 7 and 1/2-acre Entertainment District coming together in downtown Atlanta's former Gulch, with Cosm shown at center. Courtesy of Centennial Yards
Current state of construction on the 261-key Virgin Hotel (at left) and the 5,300-seat Live Nation venue. (Dueling-piano bar Park Bench will operate at bottom left.) Josh Green/Urbanize Atlanta
For Fanatics, the official e-commerce partner of the NBA, the Centennial Yards deal is part of a multiyear partnership with the Hawks that will see Fanatics take over operations of the team’s official e-commerce business and all retail outlets at State Farm Arena.
HawksShop.com, the organization’s official new e-commerce hub, is expected to launch today.
The flagship will “give fans access to team gear on non-game days for the first time, [carrying] the most in-demand merchandise not only from the Hawks, but from across the city’s beloved teams, positioning it as a true hub for Atlanta sports,” per the announcement.
We’ve asked for more information on where exactly Fanatics will be located in the Entertainment District and how large the space will be, in terms of square footage. This story will be updated with any additional details that come. [UPDATE: 1:19 p.m., Oct. 19: A Centennial Yards Company rep sends the following: "Fanatics will occupy a 5,010-square-foot space facing Centennial Olympic Park Drive and State Farm Arena."]
Like much of Centennial Yards, this central plaza lends new perspectives on downtown, including architectural landmarks such as Westin Peachtree Plaza, as seen in the distance. Josh Green/Urbanize Atlanta
The Entertainment District today is home to The Irish Exit, Shake Shack, Cosm Atlanta, and Hotel Phoenix concepts Zephyr and Bless Your Heart.
Prior to Atlanta’s next Super Bowl in early 2028, the CIM Group development is also scheduled to open a 260-room Virgin Hotels property, Live Nation's 5,300-seat entertainment venue, and outposts of local favorites The Busy Bee Café, Varuni Napoli, Chops Lobster Bar, and Park Bench.
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• Photos: Creepy exploration of Atlanta's shared-reality Cosm (Urbanize Atlanta)
