What happened: Atlanta Hawks partnered with Fanatics to elevate shopping online and inside State Farm Arena. The agreement includes a new flagship sports store at Centennial Yards scheduled for 2027.

Why it matters: Consolidation puts e-commerce, arena shops and the future flagship under one retail partner. The 2027 date sets a multi-year buildout for the Centennial Yards location.

What to watch: Store design details and an opening timeline will define the next steps. Updated online and arena offerings arrive before the flagship.