Linda Choong is Senior VP, Global Retail Development for the National Basketball Association.
As senior vice president of the NBA's global retail development group, Linda Choong manages the global multi-channel retail businesses for the NBA, WNBA, and NBA Development League. Choong oversees the strategy and execution for league-branded retail, e-commerce, and direct-to-consumer channels. Her areas of responsibility include merchandising, traditional and digital marketing, operations and international expansion. Choong joined the NBA in 1998 to help establish and open the flagship NBA Store on Fifth Avenue, the first retail store to be owned and operated by a North American professional sports league. Choong has also been responsible for the completion of the league's e-commerce partnerships and has overseen several site launches and redesigns.
In July 2008, Choong oversaw the opening of the NBA Store's first retail locations outside the U.S., with two stores in Beijing, China. She also introduced a new global retail design with a new store in Shanghai, China during the 2010 Shanghai Expo. Choong has held several positions at the NBA, including vice president of retail, senior director of retail, and director of e-commerce business operations.
Prior to joining the NBA, Choong was the director of planning at A|X Armani Exchange, where she was responsible for merchandise planning for the U.S. business and served as the primary lead for four Asian buying offices. Before that, she held various planning positions at Ann Taylor.
Choong received a bachelor's degree in design and environmental analysis from Cornell University.
In sports, there's kind of this on the court, on the field and then there's the business side. And what I think people don't always realize is, in order for it to go well, the two sides really have to be working together. And on the business side, I mean, you have the television people, and the me...(Full transcript available to logged in subscribers.).
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