Legends Athletic Supply Announces Change in Ownership

After nearly two decades of serving the Denton and greater Dallas-Fort Worth sports community, Legends Athletic Supply is entering a new chapter. Larry White, the founder who built the business from the ground up, has passed the torch to new leadership. The company is now led by Joni Yates and Lindsey Eckhouse, two former Division I athletes with extensive experience in the global sports business. This change promises to bring fresh energy and insight while maintaining the trusted local brand’s commitment to quality and community.

A Legacy Built on Community and Trust

Denton, TX – January 6, 2026 – After nearly 20 years of serving the Denton and greater Dallas-Fort Worth sports community, Larry White, founder of Legends Athletic Supply, has announced a transition in ownership. The business is now led by Joni Yates and Lindsey Eckhouse, former Division I athletes and experienced global sports business leaders, marking a new chapter for the trusted local brand.

Founded in 2006, Legends Athletic Supply was built on Larry White’s passion for sports, relationships, and doing business the right way. What began as a small local operation grew into a cornerstone of the Texas sports community, earning a reputation for integrity, competitive pricing, and personalized service. Larry’s hands-on approach and commitment to coaches, athletes, schools, and organizations shaped Legends into a business trusted across generations.

Larry made the decision to pass the business forward with the goal of ensuring it would remain guided by leaders who share his values and commitment to the community. That transition began when Larry’s daughter, Kristin Wilborn, reached out to her former Division I softball teammate Joni Yates to help prepare the business for sale. Recognizing the opportunity to preserve Larry’s legacy, Joni stepped forward with a vision rooted in honoring what Legends has always stood for.

Joni partnered with Lindsey Eckhouse, a former Division I collegiate gymnast at the University of Missouri and a Dallas native with extensive experience across sports, marketing, retail, licensing, sales, and partnerships. Together, they are leading Legends into its next era as a women-owned business, grounded in athletic experience, business excellence, and community leadership.

“I am incredibly honored to continue the legacy Larry built,” said Joni Yates, co-owner of Legends Athletic Supply. “Legends has always been about more than equipment—it’s about people, teams, and community. Lindsey and I understand what it takes to compete and lead, and our goal is to modernize where it makes sense while protecting the heart of what has made Legends special for nearly 20 years.”

Joni brings more than 20 years of experience in digital strategy, e-commerce, operations, and executive leadership. She previously served as COO of a 400-person international firm, overseeing product, engineering, operations, and delivery for global clients including Verizon, the NFL, NASCAR, Activision Blizzard, Fandom, PGA TOUR, and Chelsea F.C. In 2023, she helped lead the company to a successful exit and later joined The Players Impact, an investment syndicate of professional athletes.

Lindsey Eckhouse, co-owner of Legends Athletic Supply, brings two decades of experience working with some of the most recognized brands in sports and entertainment, including the NFL, McLaren Racing, IMG, and G2 Esports. Her background in partnerships, licensing, retail, and brand development positions Legends to expand offerings while staying true to its roots.

“Legends has supported this community for over two decades, and I’m proud to help carry that forward as a women-owned business,” said Lindsey Eckhouse. “Sports have always been a powerful force in my life, and this is an opportunity to give back to the hometown community that shaped me—while honoring everything Larry built.”

Larry White expressed confidence and pride in the transition, saying, “I couldn’t imagine better stewards for Legends than Joni and Lindsey. They respect what this business stands for, understand athletes and coaches, and bring the leadership and vision needed for the future. Legends is in great hands.”

About Legends Athletic Supply

Founded in 2006, Legends Athletic Supply is a women-owned sports distributor and embellisher based in Denton, Texas, serving the greater DFW area and beyond. Legends specializes in the distribution and embellishment of custom uniforms and spirit gear for all sports, as well as organizations and small businesses. The company also provides high-end, regulation equipment for elite coaches and athletes at the high school, college, and travel-ball levels. Known for its service-first mindset and deep community relationships, Legends remains committed to helping teams and organizations perform at their best.