The Cleveland Cavaliers NBA basketball team has partnered with StockX to bring the online marketplace to the locker rooms at Rocket Mortgage FieldHouse.

StockX specialises in the reselling of footwear, streetwear, watches and handbags. Through its partnership with the Cavaliers, players, coaches and team personnel will be able to browse and make purchases on a giant 55-inch iPhone Padzilla located in the home and away locker rooms.

The Padzilla will be loaded with the StockX app, which will function identically to the user experience on a regular iPhone or iPad. Users will be able to scroll through the collection of items available to the public and log in to their personal account to bid and make purchases.

The activation marks the first major-league sports team partnership for StockX, whose chief executive Scott Cutler said: “StockX is all about access – access to the products that people covet and would not otherwise be able to find.

“We could not be more thrilled to partner with the Cavs to bring that notion of access to life in a first-of-its-kind format. We’re always looking for new and innovative ways to connect with our customers both on and offline and to be able to do so with this community of customers – one that so closely aligns with the rich cultural history at the core of our brand – is incredibly exciting.”

The partnership also includes StockX-branded player arrival path signage for the Cavaliers and visiting teams, along with a presence inside and outside the visiting team’s locker room. StockX will benefit from additional branding on LED signage courtside and throughout the arena bowl.

Nic Barlage, the Cavaliers’ president of business operations, said: “We are proud to team up with StockX, the premier online marketplace for high-demand and limited-edition products.

“The NBA has always been closely tied to fashion, streetwear and sneaker culture, so having the ability to connect our team, and all NBA teams visiting Rocket Mortgage FieldHouse to StockX through this unique and innovative partnership is a natural fit and one we think will deeply resonate with our players and visiting teams alike.”

StockX and the Cavaliers will also launch two web and social media content series showcasing players with streetwear and sneaker culture. The two parties will also work on community initiatives.

Image: Cleveland Cavaliers