eSports Collaboration

eSports fandom sparks a rise in branded collaborations and partnerships

Implications - As eSports continues to evolve into mainstream entertainment categories, gamers and leagues are being increasingly celebritized and sought after, resulting in a variety of branded partnership and collaboration opportunities. From eSport players creating their own fashion lines to partnerships between leagues and sneaker brands, these collaborations not only speak to the evolution of gaming in pop culture, but a shift in status symbols toward nuanced and alternative personas.

Workshop Question - What unlikely partnership or collaboration could your brand participate in to better support consumers with niche, granular interests?
SCORE 7.1
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12,651 Total Clicks
May 19 - Jun 19
Fresh and Warm
Pop CultureMarketingBranding
Featured Examples
eSports Footwear Collaborations - The ULT x DC Shoes Collaboration Boasts Comfortable Gamer Styles
SCORE 9
This Week and V. Hot 213 Clicks Pub: Jun 4, 19
eSports Footwear Collaborations
The ULT x DC Shoes Collaboration Boasts Comfortable Gamer Styles
The ULT x DC Shoes collaboration boasts comfortable and fun footwear that is geared toward gamers. Ultimate Media Ventures is the official merchandise partner for Activision Blizzard’s Overwatch... [More]
Collaborative eSports Jerseys - Foot Locker, Champion and Five eSports Teams Launched a Collection
SCORE 8
This Quarter and Hot 741 Clicks Pub: May 1, 19
Collaborative eSports Jerseys
Foot Locker, Champion and Five eSports Teams Launched a Collection
Foot Locker teamed up with Champion Athleticwear and five top-tier eSports teams to launch a collection of eSports jerseys, sweatshirts and t-shirts. While sports fans regularly outfit themselves in... [More]
Gamer-Inspired Underwear Designs - Tyler 'Ninja' Blevins Enters a Partnership with PSD Underwear
SCORE 5.9
This Week and Warm 83 Clicks Pub: Jun 4, 19
Gamer-Inspired Underwear Designs
Tyler 'Ninja' Blevins Enters a Partnership with PSD Underwear
Yellow and blue are the dominant colors of the collaborative underwear design range, launched by PSD and Twitch streamer Tyler ‘Ninja’ Blevins. The partnership sought out to recognize... [More]
Online Game-Inspired Fashion - FaZe Clan & Neff Work on a Collaborative Fortnite Apparel Collection
SCORE 6.2
This Week and Warm 60 Clicks Pub: Jun 4, 19
Online Game-Inspired Fashion
FaZe Clan & Neff Work on a Collaborative Fortnite Apparel Collection
This Fortnite apparel collection boasts some of the online game’s most iconic features. The graphic-heavy silhouettes include shout outs to the rare utility item Boogie Bomb, the Tomato Head... [More]
Anime-Informed eSports Collaborations - SNIPES and mousesports' Apparel Boasts Hip Hop Inspiration
SCORE 6.1
This Week and Warm 43 Clicks Pub: Jun 4, 19
Anime-Informed eSports Collaborations
SNIPES and mousesports' Apparel Boasts Hip Hop Inspiration
Anime and hip hop inspirations are the key driving force in this collaboration between sneaker and streetwear label SNIPES and Berlin-based professional eSports organization mousesports. The three-... [More]
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