2024 NFL Draft In Detroit Scores 45% Merchandise Sales Increase
Legends Operated Eight Retail Locations in Detroit Including a 5,115 Sq. Ft. Shop
The NFL Shop presented by Visa at the 2024 NFL Draft in Detroit proved to be the ultimate destination for fans during the week of the Draft. Legends, the official on-site retail merchandise concessionaire for the 2024 NFL Draft, announced a dramatic increase in merchandise sales for the Draft with a 45% overall revenue bump from 2023 in Kansas City.
New in 2024, Legends rented a 5,115 square foot pop-up storefront in the heart of the Draft activities (Woodward Avenue, Detroit MI) to serve as the main NFL Shop presented by Visa. The store, which accounted for half of the merchandise sales for the week, was open for a full week – Friday, April 19 through Saturday, April 27 – to give fans lots of time to pick up their favorite team gear.
In addition to the main NFL Shop, there were seven more NFL Shop pop-up shops – six within the NFL Draft Experience footprint and one location at the Draft. The Shops offered the largest collection of NFL Draft merchandise available anywhere, featuring products from 23 different licensees, including apparel, headwear, mini helmets, and pennants from all 32 NFL teams as well as exclusive Draft x Detroit Lions product.
Merchandise centered around the hometown and home team were the biggest sellers, including Detroit and state of Michigan-themed t-shirts, hats, and novelties, as well as the Detroit Lions new look jersey (launched the week before the Draft) and hats. A Legends-designed and produced t-shirt featuring all 32 NFL teams’ unique NFL Draft logos was another hot item, as well as the Lions Draft logo tee and novelties. Special collection products included exclusive 47 Brand Draft Hats, Hugo Boss Draft and team branded merchandise, limited edition G-III Detroit Lions Varsity Jacket, and Rock ‘Em Socks Detroit-themed 3-pk of socks.
The NFL Shop presented by Visa at the NFL Draft is managed by Legends, the NFL’s official on-site retail merchandise concessionaire for the 2024 NFL Draft. Legends also manage on-site retail at NFL tent pole events, including the Super Bowl, Pro Bowl Games, NFL Draft, and NFL Combine.