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LINDA CHOONG

Senior Vice President, Global Retail Development
National Basketball Association

As Senior Vice President of the NBA’s Global Retail Development, Linda Choong manages the global direct-to-consumer businesses for the NBA, WNBA, and NBA Development League.

Choong oversees the strategy and execution for league-branded retail, e-commerce, and catalog channels. Her areas of responsibility include merchandising, traditional and digital marketing, operations, and international development.

Choong joined the NBA in 1998 to develop the flagship NBA Store on Fifth Avenue, the first retail store owned and operated by a North American professional sports league. Having worked on e-commerce since 1999, Choong has managed multiple launches and site redesigns of NBAStore.com. More recently, she has developed the strategy for the NBA’s e-commerce expansion internationally including NBAStore.cn in China, NBAStore.eu in Europe, and Lojanba.com in Brazil.

Choong has held several positions at the NBA, including Vice President of Retail, Senior Director of Retail, and Director of E-commerce Business Operations.

Prior to joining the NBA, Choong held various merchandising positions at A|X Armani Exchange and Ann Taylor.

Choong received a bachelor’s degree in design and environmental analysis from Cornell University. She resides in Manhattan.

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