The team is focusing on branding fashion as it enters its second year in Calgary

While the Calgary Surge's second season is still months away, the team is already looking at ways to build interest, excitement and, most importantly, team loyalty ahead of May.

Calgary's only professional basketball team will play its home opener at the Saddledome on May 21, but in the meantime, plans to interact with fans across the city.

As part of those plans, the team recently launched a pop-up shop at the CF Chinook Center, which will run through the spring.

“I think it started with a commitment we made a long time ago, which is where we Calgarians are going. Like many parents and young families, I am at the Chinook Center almost every weekend,” said Jason Ribeiro, Vice Chairman and President of the Calgary Surge.

“To be able to come to an agreement with the general manager of Cadillac Fairview and Chinook Center to be here in February, March, April and May is a really special achievement for this new organization.”

According to Ribero, the pop-up is in line with the team's long-term plans, as the Surge wants to be seen as part of the streetwear culture like the Toronto Raptors.

“At the beginning of our journey, we had a streetwear boutique in Kensington with our merchandise and status. So people started getting giddy and people joined in and said, “Hey, I'm going to the Surge today, what am I going to wear?” he started saying.

“I think we want to offer that option, not just at the Surge games, but everywhere we go to Calgary.”

For the inaugural season in 2023, the team partnered with YYC SOLEdiers to create custom sneakers from several local Calgary artists.

It was important to choose the right partnership and merchandise that people wanted to wear, Ribeiro said.

“It matters to people, right? It's important for culture, it's important for history. “We are looking at the children who are looking at the pillars here,” he said.

“My dream is that children will start wearing shirts. It may not displace the national team in terms of the Raptors or Canada basketball, but it's another option for kids to wear with pride.”

During the weekend, shoppers at the pop-up will have the chance to interact with the team's mascot, Sergio, and see some performances by local bands, Ribero said.

“We're already brainstorming ideas about the possibilities of this space and how we can attract people,” he said.

The pop-up is located on the second level of the CF Chinook Center, above the north court where the Moment Factory mirror is located.