PRESS RELEASE: Legends Global Named Exclusive Merchandise Partner of Kansas Athletics
Jayhawk Outfitters Launches Across eCommerce, In-Venue, and Brick-and-Mortar Locations; Flagship Store Set to Open in Summer 2028 at KU Gateway District
Kansas Athletics today named Legends Global as its exclusive merchandise partner, launching a new era of Jayhawk retail to be branded as Jayhawk Outfitters (www.jayhawkoutfitters.com). The long-term agreement grants Legends Global exclusive rights to manage, operate, sell, and distribute Kansas-licensed merchandise across in-venue, e-commerce, and brick-and-mortar channels.
The agreement leverages the power of Legends Global’s network — more than 450 venues, 20,000 events, and 165 million guests served annually — building on a proven collaboration with Kansas Athletics that generated $187 million in capital commitments from premium seating sales during Phase 1 of the David Booth Kansas Memorial Stadium transformation, exceeding initial projections by an estimated $60 million.
Using a data and fan-led approach, Legends Global will launch a brand-new eCommerce experience on July 1, featuring 50 licensees and more than 325 products, offering Jayhawk fans the most streamlined platform of Kansas-licensed products available online. With the launch of JayhawkOutfitters.com, fans will find a great assortment of unique KU merchandise and apparel. More items will continuously be added throughout the year and as the partnership grows. Fans are encouraged to check back in frequently for updated offerings.
Additionally, Legends Global will operate a refreshed KU Jayhawk Team Store in Allen Fieldhouse and current gameday retail locations in other venues. The centerpiece of the partnership’s long-term vision is a first-of-its-kind, approximately 7,000 square foot flagship store built into the KU Gateway District, slated to open in Summer 2028. The first of its kind store will feature exclusive collaborations with adidas and experiential fan engagements. Additional details and renderings to be announced at a later date. Jayhawk Outfitters will have a major presence at KU’s other venues, including Rock Chalk Park, Hoglund Ballpark and Horejsi Family Volleyball Arena, offering fans an immediate upgrade in their experience and offerings. Additionally, there will be stores in the concourses of Allen Fieldhouse and David Booth Kansas Memorial Stadium.
“We are thrilled to be building a completely new online and retail shopping experience for our fans with our partners at Legends Global,” said Kansas Deputy AD-Chief Revenue Officer, Jason Booker. “Jayhawk Outfitters will be the preeminent location for Jayhawk fans to find exclusive merchandise with a focus on carrying products that are unique, deliver on quality and bring a fresh new shopping experience to our fans. We are most excited about the buildout of a new flagship store in the Gateway District, which will provide a reimagined experiential 365-day shopping to our campus.”
Mike Quirk, Chief Commercial Officer of Merchandise, Legends Global, added: “Wherever Jayhawk fans choose to shop, whether in person or online, delivering an exceptional experience matters to us. We have designed a true omni-channel retail operation for Kansas Athletics that connects fans to the program they love at every touchpoint and is built to serve this fan base for years to come.”
Kansas Athletics previously announced a multi-year partnership extension under which Legends Global manages all ticketing, premium seating, and annual fundraising efforts, oversees budgeting, scheduling, design review, and construction supervision for Phase 2 of David Booth Kansas Memorial Stadium’s east side remodel, and continues managing tour experiences at David Booth Kansas Memorial Stadium and historic Allen Fieldhouse.
Legends Global’s fully-integrated retail and merchandising platform spans eCommerce, in-venue retail, large-scale live events, brick-and-mortar operations, licensing, and custom merchandise. The company currently operates 360 merchandise platforms for collegiate partners, including Michigan, Ohio State, Indiana, Georgia Tech and Miami.