# Esports Merchandising Deals adidas is Collaborating with 100 Thieves on a Merchandise Collection By Kanesa D | Published 2024-05-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/100-thieves-6 References: [esportsinsider](https://esportsinsider.com/2024/05/adidas-originals-100-thieves-merchandise) & [100thieves](https://100thieves.com/blogs/lookbooks/adidas-lookbook)  [adidas](https://www.trendhunter.com/trends/fortnite-3) is teaming up with North American esports company [100 Thieves](https://www.trendhunter.com/trends/pga-tour-2k23-1) on a new merchandise partnership. The merchandise will include jerseys, tracksuits, socks, pants, and towels, all adorned with stylish co-branding and the organization's iconic red coloring. The line also showcases a custom version of the adidas [Rivalry](https://www.trendhunter.com/trends/boom-esports-1) sneakers, with Matthew 'Nadeshot' Haag's branding alongside the adidas logo. With a focus on quality and contemporary design, this line aims to appeal to a broad audience, from dedicated gamers to casual wearers looking for stylish, comfortable clothing. The visual campaign also features notable figures such as Valkyrae, Nadeshot, Lough, and more. The collection will launch alongside a larger collaboration that is set to arrive on May 31. The collection will be sold online and at select retail locations. Image Credit: adidas ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 30% | Activity: 23% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Esports-branded Apparel:** The partnership between adidas and 100 Thieves signifies a growing trend of fashion brands creating exclusive esports-branded clothing lines. - **Co-branded Merchandise Collections:** The collaboration highlights the increasing popularity of co-branded merchandise collections between major sportswear companies and esports organizations. - **Celebrity Influenced Product Launches:** Featuring notable figures in the visual campaign exemplifies the trend of leveraging celebrity influence to boost the appeal and reach of new product launches. ### Who This Affects Most - **Esports:** As the esports industry expands, partnerships with major apparel brands offer new revenue streams and greater mainstream visibility. - **Fashion Retail:** The fashion retail industry is witnessing disruptive innovation through strategic collaborations with esports brands to attract a younger, tech-savvy demographic. - **Sportswear:** The sportswear industry is evolving with new co-branded lines that blend high-performance wear with cultural and gaming aesthetics. ## Related on Trend Hunter - [Sportswear-Branded Game Bundles](https://www.trendhunter.com/trends/fortnite-3.md) - [Organization-Backed Esports Apparel](https://www.trendhunter.com/trends/faze-clan-5.md) - [Luxe Esports Apparel](https://www.trendhunter.com/trends/g2-esports-3.md) - [Trendy Metaverse Sportswear](https://www.trendhunter.com/trends/adidas-5.md) - [Esports Influencer Tours](https://www.trendhunter.com/trends/pga-tour-2k23-1.md) - [Esports Organization-Backed Apparel](https://www.trendhunter.com/trends/champion-1.md) - [Esports Retailer Collaborations](https://www.trendhunter.com/trends/excel-esports.md) - [Anime-Inspired Graphic Streetwear](https://www.trendhunter.com/trends/100-thieves-5.md) - [Esports Hat Collections](https://www.trendhunter.com/trends/furia-2.md)