The NBA Store is a frontend feature which provides a means of unlocking additional shoes, jerseys and apparel in the NBA Live series. It is named after the NBA Store located on Fifth Avenue in New York, with NBA Live 2005 offering a stylised rendering of the store that users can navigate as they select items to unlock. Items are unlocked with points obtained by completing certain in-game tasks, such as scoring 50 points with a player or achieving a triple double. Codes can also be used to obtain a high amount of store points and unlock items, while the PC version facilitates mass unlocking through DBF editing.
Whenever items are unlocked, the user must save their settings otherwise the game will fail to recognise the items as being unlocked and the user will need to unlock them again, either through earning store points or DBF editing (PC version only).