By  on October 12, 2007

NEW YORK — Reebok and the National Hockey League on Tuesday opened the first "NHL Powered by Reebok" flagship on the ground floor of the NHL's new world headquarters here.

The 6,700-square-foot flagship at 1185 Sixth Avenue carries women's, men's and children's NHL-licensed apparel — including jerseys, headwear and accessories — Rbk footwear and apparel and select NHL equipment, representing all 30 of the league's teams.

NHL commissioner Gary Bettman and Paul Harrington, Reebok president and chief executive officer, attended the opening. Harrington said building the store had three goals: technology, symbolism and authenticity.

Designed by Gensler, the architecture and fixtures draw inspiration from hockey: a frozen "ice wall" that shoppers can temporarily decorate, a chandelier made from more than 400 hockey sticks, dressing rooms with padded walls, a floor-to-ceiling digital video wall at the entrance that plays NHL games and highlights and high-definition flat-screen televisions on which to watch games and play video game versions.

The store houses a broadcast studio for XM, the official satellite radio network for the NHL that airs every game and has a 24-hour hockey talk radio channel, "NHL Home Ice." The "NHL Home Ice" show "NHL Live" broadcasts from the store weekdays from noon to 2 p.m., and players will often visit.

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