The National Basketball Association’s (NBA) Detroit Pistons have appointed experiential services agency Legends to operate their ecommerce merchandising.
The agreement has already led to the launch of Pistons313shop.com as the new official team merchandise website for the Pistons.
As well as featuring designer apparel and official NBA team-licensed gear, the site will also serve 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.
In conjunction with the launch of the online store, the Pistons also unveiled new ‘313’ and ‘DET’ logo treatments as part of a new fashionable lifestyle-inspired line of off-court apparel called ‘DETail Threads’. Sold exclusively on Pistons313shop.com, the private label offering focuses on unique silhouettes and designs that celebrate the city, team and history of the franchise.
In partnering with Legends, the Pistons will look to lean on the company’s strategic relationships with high quality and boutique vendors to help broaden selection and increase value for consumers.
Legends already has a number of high-profile partnerships in sport, including with Spanish soccer giants Real Madrid, who appointed the agency in July to manage their vast retail operation.
“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 for the 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 utilise the power of Legends’ global expertise to diversify the look and feel of our team apparel offerings.”
Dave Moroknek, president of Legends Global Merchandise, added: “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 organisation and can’t wait to tip-off this partnership.”