Detroit Pistons Turn to Legends for Ecommerce Merchandising

Via SportsPro Media

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.”

Legends Announces Majority Investment From Sixth Street to Accelerate Long-Term Growth

Legends (“Legends” or the “Company”) today announced that it signed an agreement to receive a majority investment from Sixth Street, a leading global investment firm. Sixth Street will lead the Legends partnership group alongside co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys. The new investment from Sixth Street will support the long-term growth of the Company’s global client relationships and further enhancements to its innovative 360-degree platform of premium experience offerings for the most iconic global brands in sports, entertainment, and attractions.

“The Legends commitment to excellence, instilled from its inception, enabled it to grow a new category of holistic sports and entertainment services, and we are excited to be joining their culture of ‘winning together’,” said Alan Waxman, Co-Founder and CEO of Sixth Street. “Legends will continue to stay on offense with an industry-leading management team doing what it does best: delivering value-creating projects and operations, innovating new technology-enabled service offerings, and creating immersive customer experiences.”

“We love the energy, vision, and business-building experience that Sixth Street brings and how they plan to accelerate our long-term growth plans,” said Jerry Jones. “Sixth Street’s culture focused on teamwork and creative solutions is a perfect fit as we continue to build on our strong foundation and set our sights on creating even more engaging experiences for customers.”

“Premier global brands in sports, entertainment, and attractions choose Legends because they recognize the unparalleled power of our integrated suite of services,” said Hal Steinbrenner. “Since its founding, Legends has benefited from a series of committed investment partners, each critical to a particular stage of development. We thank New Mountain Capital for its strategic support these past several years, and we look forward to embarking on this exciting new chapter with Sixth Street.”

“The desire to live, play, and experience has never been greater. Sixth Street’s transformational investment is going to help drive our next phase as the comprehensive partner of choice for the world’s leading sports and entertainment organizations,” said Shervin Mirhashemi, President and CEO of Legends. “While this has been a challenging year for the sports and live entertainment industry, we passed the test and are now positioned for stronger, even more resilient growth due to our unmatched 360-degree platform across planning, sales, partnerships, hospitality, merchandise, and technology solutions.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including the New York Yankees, Dallas Cowboys, Real Madrid CF, SoFi Stadium, University of Notre Dame, The Ohio State University, Manchester City FC, LA Clippers, One World Observatory, and Live Nation. Legends’ clients benefit from comprehensive services through the Company’s six global divisions, each of which provide award-winning, best-in-class leadership from conception to execution.  

The transaction is expected to close in the first quarter. Additional terms were not disclosed.

Moelis & Company LLC acted as lead financial advisor, BofA Securities, Inc. and Wells Fargo Securities, LLC acted as financial advisors, and Herrick & Feinstein LLP acted as legal advisor to Legends. Goldman Sachs & Co. LLC acted as sole financial advisor and Ropes & Gray LLP acted as legal advisor to Sixth Street.  Gibson, Dunn & Crutcher LLP acted as legal advisor to certain members of the Legends partnership group.

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. Legends is the industry leader in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow Legends at Facebook, Twitter and Instagram @TheLegendsWay.

About Sixth Street

Sixth Street is a global investment firm with over $50 billion in assets under management and committed capital. Sixth Street operates nine diversified, collaborative investment platforms: TAO, Growth, Specialty Lending, Fundamental Strategies, Infrastructure, Opportunities, Insurance, Agriculture, and Credit Market Strategies. Our long-term oriented, highly flexible capital base and “One Team” cultural philosophy allow us to invest thematically across sectors, geographies and asset classes. Founded in 2009, Sixth Street has more than 320 team members including over 145 investment professionals operating from nine locations around the world. For more information, visit www.sixthstreet.com or follow us on LinkedIn.

Legends x Detroit Pistons Announce Merchandising Partnership

The Detroit Pistons announced today a partnership with Legends to operate e-commerce merchandising for the organisation. Pistons313shop.com launched today and will serve as the official team merchandise website for the organization. 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, the new online destination will also 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 love for 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 fashionable lifestyle-inspired line of off the court apparel tabbed DETail Threads. The private label offering focuses on unique 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,” 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 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 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.

“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,” said Dave Moroknek, President, 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.”

Scrapped plans, Salzburg, small details: How the AXA Training Centre was designed

Via Liverpool FC

A traffic-free drive from Melwood to Kirkby takes around 15 minutes.

But the journey completed by Liverpool Football Club this month – to bring together first team and Academy operations on the latter site, with the new AXA Training Centre – was one of wide-ranging global research, development and collaboration over more than four years.

The Reds’ new day-to-day home represents the final product of the many inter-connected requirements and ideas, as well as multiple sources of design inspiration, that have fed into the huge undertaking.

Ultimately, one vision lay at the heart of the whole process: to provide a world-class, industry-leading base for Liverpool’s current and long-term ambitions.

“Since I have been at Liverpool there has been a desire for us to all be on the same site,” sporting director Michael Edwards told Liverpoolfc.com. “To be honest, I think many people before me wanted the same thing and now we have been lucky enough to deliver that.

“The other key reason was to make sure that we were giving our players and staff up-to-date, world-class facilities.

“Melwood is a great place to work, with some great memories for all those people that have worked there, but we needed more space and the chance to include all the things our players and staff need to fulfil their roles on a daily basis.”

The result is a 9,200sqm base that features three full-size pitches, goalkeeping and warm-up areas, and state-of-the-art indoor facilities including two gyms, a sports hall, pool, hydrotherapy complex and specialist sports rehabilitation suites.

Jürgen Klopp, his staff and the players officially move into the AXA Training Centre today, bringing an end to the Reds’ 70-year stay at Melwood and settling into an environment crafted to continue their success.

Work towards the new training ground began to gather pace back in mid-2016, when initial plans were drawn up by the contracted architects, KSS, and subsequently presented to Edwards shortly after his appointment as the club’s first-ever sporting director.

Melwood, the club’s training home since 1950, was still headquarters for the steady revolution being overseen by Klopp and his backroom team, a hub of analysis, preparation, problem-solving and togetherness. A place for commiseration and celebration.

But the West Derby complex was simply too small to accommodate the needs of a first-team set-up growing in size and expanding its objectives. The Reds would have to move.

KSS soon presented blueprints to the club for feedback but a decision was taken to shelve those original plans in favour of relaunching the design project anew, for two key reasons.

Firstly, it was deemed imperative for the architects to engage more closely with the various departments at Melwood and – given the new base would be their working environment to maximise – understand their specific needs from a football perspective.

Secondly, the club wanted to conduct a benchmarking review of training ground innovations and best practices in this country, across Europe and in the United States.

There was a hurdle, though: time. An alternative plan would have to be produced within three months. Research began quickly.

Edwards and Academy director Alex Inglethorpe travelled to Brighton & Hove Albion and Tottenham Hotspur’s training grounds – the other two bases in England designed by KSS, which had been completed in 2014 and 2012 respectively – for a first-hand look at what was possible and improvable in conjunction with the London-based company.

Liverpool liaised especially closely with Red Bull Salzburg, the champions of the Austrian Bundesliga for the past seven seasons and a club with a stellar reputation for recruiting and developing elite players, including the Reds’ own Naby Keita, Sadio Mane and Takumi Minamino.

During extensive conversations with senior staff, architects and designers at Salzburg, their much-admired facility in Liefering – the Red Bull Academy – made a hefty impression on the visitors from Merseyside and became a reference point for the look and feel of the AXA Training Centre.

Its abundant natural light, spacious corridors, open offices and use of glass, wood and concrete provided a template that was subsequently shaped and tweaked to Liverpool’s own culture and needs in Kirkby.

The Reds examined the approach of Bundesliga outfit Hoffenheim, too, and conducted virtual tours of training centres in America across several sporting disciplines.

Back at home, meanwhile, KSS drilled into the detail at Melwood, regularly meeting with each of the departments that make up Liverpool’s football operation to compose a wish list for their future HQ. Their input was critical to the process, ensuring each space at the AXA Training Centre would be optimal for the people working within it.

A busy three months ended with a design concept established and after receiving planning approval for the development from Knowsley Metropolitan Borough Council, the club ‘broke ground’ at Kirkby to begin the building process in September 2018.

The next phase of the process was managed by Martin Jennings from the club’s capital projects department, as building contractors McLaughlin & Harvey set about creating Liverpool’s vision.

“There have been so many people on site that you wonder how they are all managed and sequenced to make sure the build runs smoothly,” explained Edwards.

“That’s where Martin Jennings comes in really, I have a huge amount of respect for the job he has done in making sure the reality matches the plans. It’s not easy to balance so many stakeholders and to hit their expectations, especially when a few of them are trying to win football matches at the same time.”

Jennings’ primary link at Melwood was David Woodfine, an ex-naval officer and former head of analysis at West Ham United who joined the Reds as scouting co-ordinator.

In recent years, however, Woodfine’s efficiency in organisation and planning was identified as an ideal fit for wider football projects, too. So, when the vast challenge of moving the entire first-team squad and staff from one site to a completely new one arose, he was the man to handle it.

The pair worked tirelessly with KSS to turn drawings on a page into the structural reality of a training centre not only fit to house the world champions now, but futureproofed for the generations to follow them.

For full article, please visit Liverpool FC.

Legends Names VP International E-Commerce

Via License Global

 

Legends has announced the appointment of Tom Tregelles to the new role of vice president, international e-commerce.

In the role, Tregelles will be responsible for oversight of the end-to-end customer journey for Legends’ rapidly expanding global e-commerce platform including the seamless customer journey, targeted digital marketing, real time data segmentation and strategies, as well as key e-commerce partnerships to support the omnichannel visions for partners.

Specializing in customer-centric digital transformation, Tregelles brings a holistic view to Legends’ growing global retail team.  He joins Legends from Frasers Group PLC, formerly Sports Direct International PLC, the largest sports goods retailer in the U.K. He was most recently group head, digital at the company.

During his time with Frasers Group, Tregelles worked across several brands including Sports Direct, Flannels and House of Fraser, where he achieved triple digit growth and record online revenues. Earlier in his career, Tregelles held a variety of digital and marketing roles with Orlebar Brown, Arcadia Group’s Topshop Topman brand and Jack Wills.

Tregelles is a graduate of Oxford Brookes University. Based in Legends’ corporate office in London, he will report to Victoria Hawksley, vice president, international retail.

McAlpine gets green light to start £260m Gateshead arena

Via Construction Enquirer

Gateshead Council has approved plans for the development of a £260m arena-led regeneration scheme.

Main contractor Sir Robert McAlpine will now start site enabling work before the end of the year with construction expected to commence in March 2021 and the new complex open in 2023.

The scheme sits on the NewcastleGateshead waterfront at Gateshead Quays and includes a world class arena, purpose built conference and exhibition centre, restaurants, a dual branded hotel and large areas of outdoor realm and performance space.

Venue management company ASM Global will operate the campus, which includes a 12,500 capacity, 29,000 sqm arena and over 7,000 sqm of flexible event space.

The plans by HOK Architects were submitted by Gateshead Council’s development partner Ask:PATRIZIA.

Councillor Martin Gannon, Gateshead Council Leader said: “This project is transformational, and today’s decision signals confidence in the North East.

“Newcastle Gateshead Quays will be a global leader in entertainment, leisure, and hospitality but most importantly it is about creating new employment and training opportunities for thousands at a time when they are badly needed.

“Despite the current challenges, we need to remember the worth of the events industry. We look forward to opening the venue late 2023.”

Speaking on behalf of the Ask:PATRIZIA partnership John Hughes, managing director of Ask Real Estate said: “We have brought together a world-class team of designers, architects and operators to deliver this scheme which will be one of Europe’s key cultural locations.

“We look forward to now starting construction work and bringing these superb public facilities to life.“

The project team also includes: Project Manager and Contract Administrator, Legends International; Lichfields, Planning Consultants; Landscape Architects, Planit:IE; Gardiner and Theobald, QS; ARUP, structural engineers/ M&E and Vectos for transport planning.

Legends Names Tom Tregelles, Vice President, International E-Commerce

Legends today announced the appointment of Tom Tregelles to the new role of Vice President, International E-Commerce, where he will develop customised global e-commerce solutions and strategies for Legends’ roster of world-class merchandise clients.

Tregelles will be responsible for oversight of the end-to-end customer journey for Legends’ rapidly expanding global e-commerce platform including the seamless customer journey, targeted digital marketing, real time data segmentation and strategies, as well as key e-commerce partnerships to support the omnichannel visions for partners. Specializing in customer-centric digital transformation, Tregelles brings a holistic view to Legends’ growing global retail team.

An industry leader with more than a decade of experience, Tregelles joins Legends from Frasers Group PLC, formerly Sports Direct International PLC, the largest sports goods retailer in the United Kingdom. He was most recently Group Head of Digital. During his time with Frasers Group, Tregelles worked across several brands including Sports Direct, Flannels, and House of Fraser, where he achieved triple digit growth and record online revenues. Earlier in his career, Tregelles held a variety of digital and marketing roles with Orlebar Brown, Arcadia Group’s Topshop Topman brand, and Jack Wills.

Tregelles is a graduate of Oxford Brookes University. Based in Legends’ corporate office in London, he will report to Victoria Hawksley, Vice President, International Retail.