BEIJING – To celebrate the 2011 NBA Finals, NBA China is launching its first official e-commerce store providing millions of fans quick and easy access to authentic NBA merchandise.

The launch will feature more than 100 products like official NBA performance and lifestyle apparel and footwear, provided by adidas – the official on-court uniform and apparel provider of the NBA.

Other NBA merchandise includes electronics, bags and home products like pillows and towels. Plans are underway to expand the merchandise offering in the near future.

The platform is developed and operated by arvato services, China's largest e-commerce solutions and one-stop service provider. The launch is yet another step further in the multiyear partnership between NBA China and Tencent and reinforces the joint effort between the two companies to provide Chinese fans with an unprecedented opportunity to interact and connect with the NBA online.

To celebrate the launch, various consumer promotions will be offered during June. The merchandise will be available at the Tencent NBA channel (http://nbastore.qq.com ) and the newly-launched NBA-QQ VIP site ( http://nbavip.qq.com ). Members of the NBA VIP Membership program on Tencent will receive discounts and have access to exclusive products.

"We are excited to launch the first official NBA China online store as part of our continued efforts to make NBA products more accessible to our fans," said Collins Qian, COO, NBA China.

"Arvato and Tencent are great partners that will ensure our fans enjoy accessibility, authenticity and exclusivity while shopping at the first NBA online store in China."

"The partnership between NBA China and arvato will provide the best possible online shopping experience for NBA fans in China," said Kevin Xu, arvato China CEO.

"Given the enormous popularity of the NBA in China, we have full confidence in its e-commerce drive and will provide a best in class e-commerce platform with the highest standard of customer service."