The Detroit Pistons announced today a partnership with the California-based athletic attire brand Legends to operate e-commerce merchandising for the NBA organization resulting in Pistons313shop.com.
The new website will serve as the team’s official merchandise website, featuring designer men’s, women’s, and youth apparel, official NBA team-licensed on-court team gear such as player jerseys, warm-ups, shooting shirts, and novelty items for Pistons fans of all ages.
It also will serve as the merchandise home for the Pistons’ NBA G League affiliate, the Motor City Cruise and the club’s NBA 2K League eSports team, Pistons Gaming Team.
In conjunction with the launch of Pistons313shop.com, the organization unveiled new “313” and “DET” logo treatments that reinforce the franchise’s commitment to the city and embodies the culture and collective understanding that those numbers and letters serve as more than just an area code or location.
The marks are included as part of a new lifestyle-inspired line of off the court apparel tabbed DETail Threads. The private label offering focuses on silhouettes and designs that celebrate the city, team, and history of the franchise, with product available for diehard fans and casual fans alike. DETail Threads merchandise will be sold exclusively at Pistons313shop.com.
“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,” says 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 utilize the power of Legends’ global expertise to diversify the look and feel of our team apparel offerings.”
Operated by Legends Global Merchandise, the new Pistons313shop.com infrastructure allows visitors and fans to shop from anywhere and anytime. Legends’ strategic relationships with high-quality and boutique vendors will broaden selection and increase value for the consumer, according to the team.
“After our initial conversations with the Pistons, 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,” says Dave Moroknek, president of Legends Global Merchandise. “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.”