Panini America unintentionally created an industrywide furor earlier today when company officials opened up the preorder window for 2017-18 Prizm Basketball “1st Off The Line” boxes, a development that lead to an unprecedented spike in web traffic to the official online store and the Panini Direct app. The result: More than 120,000 web sessions, a temporary decline in website performance and a quick sellout of the product. Clear indicators one and all that the 2017-18 NBA rookie class is going to be a mammoth driver for the licensed trading card market this season and well beyond.
2017-18 Prizm Basketball will arrive in hobby shops across North America on November 29. “1st Off The Line” boxes include two bonus Red Shimmer Prizm parallels numbered to just eight. In addition, retail versions of 2017-18 Prizm Basketball will arrive on store shelves a few weeks after the hobby version at retailers including Walmart and Target.
Read more: The Official Blog of Panini America