Basketball star LeBron James will open UNKNWN, a clothing boutique with a courtyard for events, in Miami's artsy Wynwood neighborhood on Dec. 5. The launch coincides with the weeklong Art Basel art fair that draws celebrities and art collectors from around the world.

The 10K SF store is at 261 Northwest 26th St., right in the heart of Wynwood. James' partners in the venture include Jaron Kanfer and Frankie Walker Jr., his friends from childhood. The trio have had a store in the Aventura Mall since 2011 under the same name, where they sell streetwear and curated items, like $95 Commes des Garçons T-shirts and $995 Fear of God cargo pants. The new store will serve as the company flagship.

Brands including Bape, Just Don and Chinatown Market have created exclusive products that will drop during UNKNWN's opening weekend, the Miami Herald reports. The store will also target sneakerheads with select offerings from Nike, Jordan Brand and Vans x Rhu.

Wynwood is undergoing a significant transformation as it evolves from a gritty industrial neighborhood famous for graffiti into a more mature, round-the-clock retail and entertainment destination. New office buildings and apartments from developers including the Related Group have opened this year. A 2018-2019 market report from the Wynwood Business Improvement District said retail rents tripled in a six-year period, with some reaching $100 per SF in 2017, and the average leveling off between $45 and $90 per SF.

James helped the Miami Heat win two NBA championship during his years playing for the team between 2010 and 2014. He is currently under production on the sequel to Space Jam and leading his current team, the Los Angeles Lakers, to the best record in the NBA as of Monday night.

He joins the ranks of celebrities like Pharrell, Ayesha Curry, the Kardashian sisters and DJ Khaled — all of whom have partnered in retail or restaurant ventures in Miami.