Michigan enters new retail agreement following 'M Den' bankruptcy

The University of Michigan has entered a new agreement with a retail supplier following the bankruptcy of the "M Den"...

Matt Lounsberry | Aug 31, 2024

Michigan marching band take the field before the Northern Illinois game Michigan Stadium in Ann Arbor on Saturday, Sept. 18, 2021. / Junfu Han via Imagn Content Services, LLC

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The University of Michigan has entered into a new, 10-year agreement with a new retail company, Legends, following the bankruptcy of the the school's previous official retailer, 'The M Den'.

The University's full press release announcing the agreement can be read below:

Introducing the new M Den! U-M Partners with Legends to Deliver Enhanced Retail, Ecommerce Experience for Fans

Announcement » https://t.co/0kiVaRfb3k
Shop » https://t.co/09WL8O88Q7 pic.twitter.com/E0kz3WCI8f
— Michigan Athletics 〽️ (@UMichAthletics) August 31, 2024

Michigan Partners with Legends to Deliver Enhanced Retail and eCommerce Experience for Fans

ANN ARBOR, Mich. (August 31, 2024) – The University of Michigan Athletic Department announced today that it has entered into a 10-year partnership with global premium experiences company Legends to create a best-in-class online shopping experience for fans and at all existing athletics facilities.

Legends will have the exclusive rights to manage, operate, sell, and distribute all Michigan-licensed merchandise and will operate the ‘Official Team Store,’ which will continue under the MDen name. Legends will use a data and fan-led approach to develop an industry-leading customized merchandise solution for Michigan that will deliver an expanded product assortment and enhanced customer experience for students, alumni, and fans wherever they purchase their U-M gear. In addition to the existing athletics facilities, work is underway to secure a new off-campus retail store location.

“Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online,” said Warde Manuel, U-M’s Donald R. Shepherd Director of Athletics. “Fans will be able to purchase a comprehensive assortment of licensed products from a best-in-class retail partner that focuses on a holistic customer experience. We are excited to begin this new venture with Legends.”

“Legends is honored to partner with U-M to deliver their passionate fans an enhanced, seamless shopping experience. Our team will work alongside U-M to maximize fan expression and the University’s powerful brand affinity through compelling products and premium experiences,” said Kirta Carroll, President, Legends Global Merchandise.

Added Mike Behan, President, Legends College: “Innovative universities like U-M are thinking differently about generating revenue in the new collegiate landscape. Legends’ expertise in creating customized solutions focused on the fan experience and monetization for premier athletic departments makes this a perfect fit.”

Michigan and Legends’ partnership expands beyond merchandise and includes Legends research arm CSL executing a premium experiences study for Michigan Stadium.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe. This includes vast experience developing and operating eCommerce and retail experiences for some of the world’s largest sporting events and organizations: Super Bowl, Paris 2024 Olympic and Paralympic Games, PGA Championship, College Football Playoff, Dallas Cowboys, New York Yankees, Real Madrid and a growing roster of NCAA partnerships, including Indiana University, Georgia Institute of Technology, Ohio State University, Purdue University, and Villanova University.

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