# eSports Collaboration eSports fandom sparks a rise in branded collaborations and partnerships. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 21, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/esports-collaboration ## Key Figures - Trend score: 4.1/10 - Evidence articles: 5 ## What is the eSports Collaboration trend? **eSports Collaboration:** 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 partnerships 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. ## The consumer insight behind the eSports Collaboration trend The world has entered the era of social media celebrities, where famous people no longer need to rely on other people or organizations for promotion. Fans, especially Millennials and Gen Z, are often more interested in social media celebrities, as there is a direct avenue for stars to interact with their fan base. Direct interaction creates more accessible and authentic communication between celebrities and fans. ## At a Glance - Evidence: 5 featured examples - Articles from: May 1 to Jun 4, 2019 - Published: Mar 21, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the eSports Collaboration trend ### Celebrification of eSports Players and Leagues As eSports continues to grow in popularity, gamers and leagues are increasingly seen as celebrities and are sought after for branded partnerships and collaborations. ### Gaming-Inspired Fashion The rise of eSports has led to collaborations between gaming organizations and fashion labels, resulting in the creation of gaming-inspired apparel and footwear collections. ### Gamers as Social Media Celebrities Fans are more interested in social media celebrities, such as eSports players, as it provides a direct avenue for stars to interact with their fan base and create more accessible and authentic communication. ## What the eSports Collaboration trend means for industry ### For Fashion Industry The fashion industry can tap into the growing popularity of eSports by creating gaming-inspired apparel and footwear collections through collaborations with gaming organizations. ### For Social Media Industry The rise of social media celebrities, including eSports players, presents an opportunity for the social media industry to create innovative and interactive platforms for fans to engage with their favorite celebrities. ### For Entertainment Industry The celebrification of eSports players and leagues presents an opportunity for the entertainment industry to create new content, such as reality shows or documentaries, centered around the world of gaming and the lives of gaming celebrities. ## Workshop question What unlikely partnership or collaboration could your brand participate in to better support consumers with niche, granular interests? ## Trend signals for eSports Collaboration Trend score 4.1 out of 10, from popularity 53%, activity 60%, freshness 9%. - Popularity: 53% - Activity: 60% - Freshness: 9% ## Examples of the eSports Collaboration trend 5 featured examples from May 1 to Jun 4, 2019. - [Collaborative eSports Jerseys](https://www.trendhunter.com/trends/esports-jersey): Foot Locker, Champion and Five eSports Teams Launched a Collection (Category: Fashion) Implication: Sports retailers like Foot Locker can tap into the growing market of eSports merchandise and capitalize on the popularity of gaming. - [eSports Footwear Collaborations](https://www.trendhunter.com/trends/ult-x-dc-shoes): The ULT x DC Shoes Collaboration Boasts Comfortable Gamer Styles (Category: Fashion) Implication: Companies working to integrate everyday wear with gaming culture can gain loyal customers who view their clothing as an extension of their interests. - [Gamer-Inspired Underwear Designs](https://www.trendhunter.com/trends/underwear-design): Tyler 'Ninja' Blevins Enters a Partnership with PSD Underwear (Category: Pop Culture) Implication: Disruptive innovation opportunity: Fashion brands can explore collaborations with gaming influencers to create unique and trendy products that resonate with the gaming community. - [Online Game-Inspired Fashion](https://www.trendhunter.com/trends/fortnite-apparel): FaZe Clan & Neff Work on a Collaborative Fortnite Apparel Collection (Category: Tech) Implication: The Fortnite apparel collection and similar collaborations create opportunities for retailers to capitalize on the growing demand for esports-inspired fashion among consumers. - [Anime-Informed eSports Collaborations](https://www.trendhunter.com/trends/hip-hop-inspiration): SNIPES and mousesports' Apparel Boasts Hip Hop Inspiration (Category: Tech) Implication: The collaboration between SNIPES and mousesports highlights the opportunity for sneaker and streetwear brands to tap into the eSports market and appeal to gaming enthusiasts with… ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Functional Indulgence](https://www.trendhunter.com/protrends/functional-indulgence1) (Lifestyle) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)