# eSports Branded Sneakers The K-Swiss Immortals Icon Celebrates the Illustrious Team By Justin Lam | Published 2018-12-17 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/immortals-icon References: [venturebeat](https://venturebeat.com/2018/12/14/k-swiss-launches-immortals-esports-lifestyle-sneaker/) & [kswiss](https://kswiss.ca/products/k06368-mens-immortals-gen-k-icon-knit-black-cyan) Tapping into the popularity of the Immortals [eSports](https://www.trendhunter.com/trends/00nation-1) team, [K-Swiss](https://www.trendhunter.com/trends/bricks-wood) 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. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 25% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### 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. ## Related on Trend Hunter - [Esports Merchandising Deals](https://www.trendhunter.com/trends/100-thieves-6.md) - [Gaming Style Capsules](https://www.trendhunter.com/trends/nike-x-martine-rose-campaign.md) - [Dedicated Crypto Content Creators](https://www.trendhunter.com/trends/immortals-invasion.md) - [In-Game Digital Sneakers](https://www.trendhunter.com/trends/nike-and-fortnite.md) - [Esports Wearable Sponsorships](https://www.trendhunter.com/trends/oxygen-esports.md) - [Esports Game Partnerships](https://www.trendhunter.com/trends/team-liquid.md) - [Organization-Backed Esports Apparel](https://www.trendhunter.com/trends/faze-clan-5.md) - [Esports NFT Platforms](https://www.trendhunter.com/trends/ikonic.md) - [India-Based Esports Partnerships](https://www.trendhunter.com/trends/revenant-esports.md)