Pistons go haute couture with Legends’ prop


Detroit Pistons and Legends partnership Image: MJR Group Ltd./Coliseum

The holistic experiential services agency Legends has been appointed to add style to the Detroit Pistons (US) sports merchandise wardrobe and help the ‘Bad Boys’ get a kind of swag. The Legends will be operating their ecommerce merchandising.

The Detroit Pistons are an American professional basketball team based in Detroit (US). The Pistons compete in the National Basketball Association (NBA) as a member of the league’s Eastern Conference Central Division and play their home games at Little Caesars Arena, located in Midtown, Detroit.

The National Basketball Association (NBA) is an American men’s professional basketball league. It is composed of 30 teams (29 in the United States and 1 in Canada) and is one of the four major professional sports leagues in the United States and Canada.

Legends are a premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues.

The agreement has already led to the launch of Pistons313shop.com as the new official team merchandise website for the Pistons. The label 313 is derived from the area code of Detroit.

In conjunction with the launch of the online store, the Pistons also unfolded new ‘313’ and ‘DET’ logo treatments to make a fashion statement – inspired line of off-court apparel called ‘DETail Threads’.

Sold exclusively on Pistons313shop.com, the private label offers a mix of the classy and the comfy and focuses on novel silhouettes and designs that celebrate the City, team and history of the franchise.

“We are pleased to partner with Legends on the creation of a new merchandising partnership that will deliver fans unparalleled selection with an easy and reliable online shopping experience,” said Mike Zavodsky, Chief Business Officer, Detroit Pistons.

“Our DETail Threads private label and new ‘313’ and ‘DET’ logo treatments provide fans a directional glimpse of our merchandising future and how we intend to utilize the power of Legends’ global expertise to diversify the look and feel of our team’s apparel offerings,” Zavodsky added.

Dave Moroknek, President, Legends Global Merchandise, noted, “It was important for us to deliver exclusive merchandise that is true to Detroit, which offers a unique way for fans to support their teams. We put an emphasis on making the site easy to navigate and are thrilled with the end product. It’s been rewarding to work with the Pistons organization and can’t wait to tip-off this partnership.”

Apart from featuring designer apparel and official NBA team-licensed gear, the site will also double up as the merchandise home for the Motor City Cruise, the Pistons’ NBA G League affiliate, and the club’s NBA 2K League esports outfit, Pistons Gaming Team.

The NBA 2K League is an esports league joint venture between the NBA and Take-Two Interactive. The league was announced on February 9th, 2017. On May 4th, 2017 it was revealed that 17 of the 30 NBA teams would have their own NBA 2K League team during the inaugural season in 2018.

The NBA G League, or simply the G League, is the NBA’s official minor league basketball organization. The league was known as the National Basketball Development League from 2001 to 2005, and the NBA Development League from 2005 until 2017.

The online platform’s repertoire includes a range of style in men’s and women’s wear, headgears, unisex sporties, footwear, and more.

The Detroit Pistons will cash in on the Legends’ strategic relationships with high quality and boutique vendors to help broaden selection and increase value for consumers.

Legends already boast number of high-profile partnerships in sport, including with Spanish soccer giants Real Madrid, who appointed the agency in July to oversee their vast retail operation.

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