Lauren Roa on the process of creating the Pacers' City Edition Mixtape Uniform

On this episode, I’m joined by Lauren Roa, the senior director of merchandising and retail, to discuss the Pacers Team Store and the new City Edition Mixtape Uniform — from concept to on the court and in her store. She’s now on her sixth season in this role.

Among the items discussed on this episode:

• Newly-renovated team store at Gainbridge Fieldhouse, which is open Monday-Saturday 12-5 p.m, and is innovative, has improved lighting. They’re focusing on technology and experience, in addition to products. Like at games, it is a cashless experience.
• What happened to the giant basketball and Boomer inside the store.
• How ‘90s items and throwbacks have become among the bestsellers, along with the jersey of lottery pick Chris Duarte.
• Her background in merchandise, working at Finish Line for eight years, returning after previously being an intern to run the team store.
• The detailed process to design (three years ago) and launch a new uniform, working in conjunction with Nike. “Product is king.”
• Paying homage to Slick with “Boom Baby!” and individually numbered options.
• Challenges with the supply chain and how it has impacted all parts of the business.
• The marketing team’s activation at home games to create a mixtape moment resembling the mixtape promos.
• Working with Josh Conder (aka Country), the Pacers’ equipment manager, to draft up what uniform the team will wear for each game.

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