PRESS RELEASE: KSE Partners with Legends to Deliver Enhanced Retail Experience for Nuggets, Avalanche, Mammoth, Rapids Fans

Kroenke Sports & Entertainment (KSE) announced today that it has entered into a five-year partnership with global premium experiences company Legends to create a best-in-class online shopping experience for fans of its Colorado-based teams – the Denver Nuggets (NBA), Colorado Avalanche (NHL), Colorado Mammoth (NLL), and Colorado Rapids (MLS) – at AltitudeAuthentics.com as well as on-site at the teams’ KSE-owned venues Ball Arena and DICK’S Sporting Goods Park.  

Legends will have the exclusive rights to manage, operate, sell, and distribute all Nuggets, Avalanche, Mammoth, and Rapids merchandise and will operate the ‘Official Team Store,’ which will continue under the Altitude Authentics name. Legends will use a data and fan-led approach to develop an industry-leading customized merchandise solution that will deliver an expanded product assortment and enhanced customer experience for fans.

“Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online,” said Kevin Demoff, President of Team & Media Operations at KSE. “Throughout 2025 fans will start to notice a greater variety of designs and fits, plus more inviting and enjoyable atmospheres at our on-site shops.”

Other anticipated enhancements for customers include point-of-purchase customization, such as adding a name to a jersey, and faster order fulfillment and shipping.

“Legends is honored to partner with KSE and their four successful Colorado franchises to deliver seamless shopping to fans,” said Kirta Carroll, President, Legends Global Merchandise. “We will work alongside Altitude Authentics and KSE to maximize fan expression and these teams’ already powerful brand affinity through compelling products and premium experiences.”

Since 2019, Legends has managed and operated food and beverage services for KSE at Ball Arena, DICK’s Sporting Goods Park, and the Paramount Theatre, bringing a premium culinary program to the three Denver-area venues.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe. This includes vast experience developing and operating eCommerce and retail experiences for some of the world’s largest sporting events and organizations: Super Bowl, Paris 2024 Olympic and Paralympic Games, PGA Championship, College Football Playoff, Dallas Cowboys, New York Yankees, Real Madrid and a growing roster of NCAA partnerships.