Revamped Sacramento Kings store opens with exclusive merch as ‘sports and fashion converge’

Sacramento Kings fans don’t have to sacrifice fashion for their love of sports.

At the newly renovated Kings store — now Label K and operated directly by the team — people will have access to “exclusive, elevated” styles from popular brands including Lululemon, Nike and New Era Cap Co., according to a news release. The retail space is at the Golden 1 Center at 500 David J Stern Walk, in downtown Sacramento.

The franchise’s promise: Fans won’t be able to find this inventory anywhere else.

The store reopened on Tuesday ahead of the Kings versus Golden State Warriors game.

“As Golden 1 Center continues to be a hub for entertainment and community engagement, the new team store will enhance the overall fan experience,” said John Rinehart, president of Business Operations with the Sacramento Kings, in the news release.

“We look forward to our fans immersing themselves in a world where sports and fashion converge,” he said in a statement.

The revamped store features a mural by artist Cheyenne Randall, commemorating the Kings’ 100-year history as well as a 24K gold-plated basketball hoop decked out with a Swarovski crystal net created by artist Victor Solomon.

Customers will also be able to shop up-and-coming fashion brands including San Diego-based Westside Love and Los Angeles-based businesses Cross Colours and Warren Lotas.

Fans who sign up for emailed updates will be notified of store releases and events.

This story was originally published November 29, 2023 at 12:21 PM.