The visitors team locker at Rocket Mortgage FieldHouse

StockX is bringing its online experience to life through a branding agreement with the Cleveland Cavaliers, the first sports team to partner with the online marketplace.

StockX installed 55-inch iPhone Padzilla kiosks with the company’s app in the home and visiting team locker rooms of Rocket Mortgage FieldHouse, the home of the Cavaliers. Through the Padzillas, the players, coaches and personnel can browse and shop sneakers, watches, handbags and streetwear being sold on StockX like they would on an iPhone or iPad. But if at any time team personnel deem the Padzillas too distracting, they have the ability to shut them off.

In addition, the arrival path from the building’s underground garage will feature StockX branding, as well as the visiting team locker room and LED courtside signage. StockX cofounder Dan Gilbert is also the owner of the Cavaliers.

Nic Barlage, the Cavaliers’ president of business operations, said, “The NBA has always been closely tied to fashion, streetwear and sneaker culture, so having the ability to connect our team, and all NBA teams visiting Rocket Mortgage FieldHouse to StockX through this unique and innovative partnership is a natural fit and one we think will deeply resonate with our players and visiting teams alike.”

In January 2017, StockX offered a Cavaliers package that included a team-issued 2016 NBA Championship ring, either the Nike Air Zoom Generation “First Game” or LeBron 14 “Out of Nowhere” sneaker, and a sneaker box crafted from the hardwood for the Cavaliers court from their championship season.

StockX and the Cavaliers will also feature two web and social media content series called “History of Heat” that will highlight the players pre-game outfits and game shoe, and “Fact or Cap” that will share facts about Cavaliers players mixed with false statements.

Next summer, the two will work together on the Cavaliers’ Youth Hoops Program that includes the Cavs Academy Camps & Clinics, Jr Cavs leagues and Cavs Elite Tournaments.

Partnering with an NBA team is becoming popular among the online marketplace community. Goat, a sneaker and apparel resale app, will be creating content for the Brooklyn Nets and has branded the arrival paths for home and visiting teams.

StockX, on the other hand, is bringing its app to Cavaliers’ arena in addition to branding and creating content. The company also enhanced its sport ties, partnering with Bleacher Report on the sports media company’s The Drop Up event in December.

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Analyzing the Sneaker Resale Race

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