On this episode, I’m joined by Lauren Roa, the senior director of merchandising and retail, to discuss the Pacers Team Store and the new City Edition Mixtape Uniform — from concept to on the court and in her store. She’s now on her sixth season in this role.

Among the items discussed on this episode:

• Newly-renovated team store at Gainbridge Fieldhouse, which is open Monday-Saturday 12-5 p.m, and is innovative, has improved lighting. They’re focusing on technology and experience, in addition to products. Like at games, it is a cashless experience.
• What happened to the giant basketball and Boomer inside the store.
• How ‘90s items and throwbacks have become among the bestsellers, along with the jersey of lottery pick Chris Duarte.
• Her background in merchandise, working at Finish Line for eight years, returning after previously being an intern to run the team store.
• The detailed process to design (three years ago) and launch a new uniform, working in conjunction with Nike. “Product is king.”
• Paying homage to Slick with “Boom Baby!” and individually numbered options.
• Challenges with the supply chain and how it has impacted all parts of the business.
• The marketing team’s activation at home games to create a mixtape moment resembling the mixtape promos.
• Working with Josh Conder (aka Country), the Pacers’ equipment manager, to draft up what uniform the team will wear for each game.

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