Senior Vice President, Retail Group
National Basketball Association
As Senior Vice President of Retail, Global Merchandising Group, Linda Choong oversees the planning, merchandising, marketing and operations for the NBA’s retail and direct-to-consumer initiatives, including the flagship NBA Store in New York City, NBAStore.com, NBA Store catalog, WNBAStore.com, DLeagueStore.com, and the expansion of the NBA’s retail efforts globally. In July 2008, Choong oversaw the opening of the first two NBA stores outside the U.S., with two locations in Beijing, China.

Choong joined the NBA to help develop and open the NBA Store, the first retail store to be owned and operated by a North American professional sports league. Since its opening in 1998, merchandise sales at the NBA Store have doubled and attracted visitors from 82 countries. Choong has also managed three relaunches of the e-commerce business for the NBA and WNBA, as well as the 2007 launch of e-commerce for the NBA Development League. She has also led the league’s direct-mail merchandise efforts.

Choong has previously held several positions 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 men’s and women’s business in the United States and served as the primary lead assisting four buying offices in Asia. 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 1990. She currently resides in Manhattan.