Customers can design their jerseys at kiosks located at the Lab, and watch as their customized jerseys are delivered via a conveyor belt within the open-air location.
“We think this is a gamechanger of the industry, and we wanted the fans to participate just like the players did,”Īn in-house store, the Heat Jersey Lab, will also be built inside FTX Arena, the team’s rechristened homecourt, and unveiled later this month. “We’re going to be the only retailer that is going to allow and offer customization ,” says McCullough. But, they also believe the innovative experience justifies the expense and then some. The team is making a serious investment to allow fans to explore their creative sides approximately $300,000 was spent on numerals alone.
