The NHL Powered by Reebok store opens Oct. 12 in New York City. The store will feature just about every category of league-licensed merchandise, including Upper Deck hockey cards. The store, featuring 3,750-square-feet of dedicated retail space, is located at 1185 Avenue of the Americas, at the corner of 47th Street. “The NHL Powered by Reebok store will serve as a year-round showcase for the sport of hockey,” said Brian Jennings, the NHL’s executive VP of marketing.