Collaboration Strengthens Retail Strategy With Tailored Digital Shopping Experience & Expanded Regional Footprint

July 1, 2026 – The Charlotte Hornets today announced a new multi-year partnership with Rally House, a leading sports apparel and merchandise retailer, to reimagine and elevate the team’s online shopping experience for fans across the Carolinas and beyond. With this agreement, the Hornets become the first NBA team to establish an official e-commerce and brick-and-mortar partnership with Rally House. Under the partnership, Rally House will manage the Hornets’ official e‑commerce operations, introducing a tailored digital shopping experience, more curated and exclusive product offerings, and a more seamless customer experience designed to better serve the team’s growing fanbase. The new Hornets e‑commerce platform launches today, offering fans a more intuitive, modern, and connected shopping experience.

“We are thrilled to welcome Rally House to the Hornets family of partners,” said Hornets Sports & Entertainment Chief Marketing Officer Tyrel Kirkham. “This is a true collaboration that allows us to reinvigorate our e-commerce channel with a new business model and strategy that better positions us for long-term growth. What stood out to us most was Rally House’s robust e-commerce capabilities combined with their growing brick-and-mortar footprint across the Carolinas. We’re excited to leverage that footprint and collaborate on future product assortments that will be available both at Spectrum Center and via HornetsFanShop.com, creating a more consistent, connected retail experience for our fans.”

A core focus of the partnership is delivering a fans-first retail experience. The enhanced platform will provide greater accessibility to Hornets gear, including a wider range of apparel, headwear, novelties, and lifestyle products. Fans will also benefit from a significantly expanded online selection, featuring exclusive items, limited‑edition drops, and unique Hornets collaborations developed specifically for Hornets fans. These curated collections will be available both online and in select retail locations, ensuring fans can shop the way that works best for them.

"Partnering with the Charlotte Hornets is an exciting milestone for Rally House and a reflection of our commitment to delivering an unmatched shopping experience for sports fans. We are honored to work alongside such a respected organization to serve as the official operator of the team's e-commerce store, where we plan to double the selection of officially licensed Hornets merchandise available to fans,” said Rally House Chief Executive Officer Aaron Liebert. “By leveraging our retail footprint throughout North Carolina, we'll also be able to ship directly from local stores, helping get products into customers' hands faster while providing the exceptional service they expect. We look forward to growing this partnership, strengthening the Hornets' connection with fans, and creating memorable experiences for years to come." 

The announcement comes on the heels of a record-setting year for the Hornets’ retail business. During the 2025-26 season, the organization delivered one of the most successful retail performances in franchise history, recording the highest gameday sales to date, with gameday sales increasing approximately 40% year-over-year. The team also saw strong individual product performance, highlighted by the City Edition Remix “Hooper’s Paradise” collection achieving a nearly 100% sell‑through.

Rally House currently operates five retail locations across the Carolinas, with a sixth store scheduled to open at Concord Mills in late July, further expanding its regional footprint and accessibility to Hornets fans. The Hornets Fan Shop at Spectrum Center, which will continue to be operated by Hornets Sports & Entertainment, is open Tuesday through Saturday from 11 a.m. to 6 p.m.

Visti The Hornets Fan Shop