To celebrate the NBA Finals, Fais Group and New Era hosted a standout in-store activation on Saturday, June 6, at their partner store Stathatos athletics — creating a full-circle experience that brought together basketball, streetwear, music, and personalized product customization. Running from 12:00 to 21:00, the event was designed to bring fans closer to the world of New Era through an authentic, participatory, and culturally relevant experience, inspired by the energy and atmosphere of the NBA Finals.
Fais Group & New Era: The heart of the in-store activation
The centerpiece of the activation was the New Era Cap Customization Station, where visitors could purchase a New Era cap in-store and have it personalized on the spot with exclusive NBA patches. The experience spotlighted each visitor’s creativity and individual expression, placing the product at the heart of a vibrant, living retail moment.
The event was brought to life with live music from ATH Kids and a live performance by Hatemost, delivering a dynamic urban soundtrack throughout the day. Visitors also had the chance to take part in basketball-themed activities, with a dedicated hoop set up on-site for some casual shooting.
Monster Energy Drinks supported the event by offering samples to attendees, while a popcorn machine added to the festive, immersive feel of a full NBA Finals celebration.
Turnout was exceptionally strong, with a steady flow of visitors throughout the event. Dozens of influencers, content creators, and brand fans showed up, took part in the activities, and generated organic social media content — amplifying the event’s reach well beyond the store walls.
Over 60 caps were purchased in-store and customized at the New Era Cap Customization Station, confirming the activation’s success both as an experience and as a commercial driver.
Reinforcing the brand’s connection to modern street culture
For Fais Group and New Era, this initiative was yet another opportunity to showcase the brand’s deep ties to contemporary street culture, basketball, and creative self-expression. With its enduring presence in the headwear space and its storied connection to sport and urban aesthetics, New Era continues to craft experiences that go beyond the product itself — strengthening the brand’s bond with its community.
As the exclusive distributor of New Era in Greece and Cyprus, Fais Group remains firmly committed to building activations that unite product with culture, investing in experiences that leave a meaningful and lasting impression.
