Tapping into the popularity of the Immortals eSports team, K-Swiss is launching its Immortals Icon lifestyle sneaker. The two brands first announced a partnership in April 2018 but the Immortals Icon is the first release from this formation. The shoe itself takes on a fairly minimalist look and comes in black with teal laces and a teal sole. The knit construction adds an extra layer of comfort, as does the Gen-K EVA outsole. The shoe will be released in a limited amount and is only available on the K-Swiss store.
The release of the Immortals Icon showcases how eSports can have a big effect on industries outside of gaming. Immortals is already on the largest eSports teams, competing in games such as Overwatch -- under the LA Valiant name -- and Counter-Strike: Global Offensive.
Key Themes Behind This Trend
- Esports Brand Collaborations
- The Immortals Icon sneaker partnership with K-Swiss demonstrates the growing trend of eSports brands collaborating with fashion companies, opening up disruptive innovation opportunities for both industries.
- Limited Edition Sneaker Releases
- The Immortals Icon limited edition sneaker release by K-Swiss taps into the consumer demand for exclusive and collectible sneakers, presenting an opportunity for disruptive innovation in the sneaker industry.
- Cross-sector Branding
- The Immortals Icon collaboration between Immortals eSports and K-Swiss highlights the trend of cross-sector branding, where companies from different industries join forces to tap into new markets and demographics.
Where This Applies
- Fashion Industry
- The Immortals Icon sneaker collaboration with K-Swiss presents a disruptive innovation opportunity for the fashion industry to bridge the gap between streetwear and eSports culture.
- Gaming Industry
- The Immortals Icon release by K-Swiss showcases the growing influence of eSports on the gaming industry, paving the way for disruptive innovations in the intersection of gaming and fashion.
- Sneaker Industry
- The Immortals Icon limited edition sneaker by K-Swiss taps into the sneaker industry's demand for limited releases, creating a disruptive innovation opportunity to capture the eSports market and attract new customers.
