Michigan Football News: Michigan Signs 10-Year Deal with Legends for M Den Merchandise

The University of Michigan has secured a new partnership with Legends Global Merchandise to manage its athletic merchandise. This 10-year agreement comes after the previous operator, Heritage Collegiate Apparel, filed for bankruptcy.

Legends will take over the “M Den” brand, which includes the rights to sell and distribute all Michigan merchandise. The deal emphasizes a strong digital presence, aiming to enhance the online shopping experience for fans while keeping physical stores open at Michigan Stadium and Crisler Center.

According to MLive , “Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online,” Michigan athletic director Warde Manuel said in a statement. “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.”

Despite some temporary closures and branding changes at the Ann Arbor locations, the stores at 303 S. State Street and 315 S. Main Street will continue to operate. The university is also looking for a new off-campus retail location.

This shift follows financial troubles for Heritage Collegiate Apparel, which had outstanding debts and was asked to stop using the “M Den” name. The company has already closed several retail locations but plans to maintain operations at the main stores and merchandise tent outside Michigan Stadium.

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Michigan has long owned the “M Den” name and is working to recover nearly $9 million in unpaid royalties from Heritage. The football team is set to kick off the 2024 season against Fresno State tonight, marking a new chapter for Michigan athletics as they transition to this new retail partnership.