# Canadian Outwear Collaborations OverActive Media Teams up with Nobis as Official Outerwear Partner By Grace Mahas | Published 2022-02-11 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/official-outerwear-partner References: [globenewswire](https://www.globenewswire.com/news-release/2022/02/03/2378408/0/en/OverActive-Media-Teams-up-With-Luxury-Canadian-Brand-Nobis-as-Official-Outerwear-Partner.html) Nobis, the luxury Canadian brand, recently announced its partnership as the Official Outerwear Partner for OverActive’s Canadian professional esports teams, [Toronto Ultra](https://www.trendhunter.com/trends/world-series-collection) and [Toronto Defiant](https://www.trendhunter.com/trends/lululemon-4). The new partnership enables both brands to tap into a growing consumer and fan base by bridging the worlds of luxury retail and esports. Nobis will bring the Toronto Ultra brand to life during Opening Weekend (February 4-6) and Stage I, showcasing team and player content, integrating products, and launching digital-first activations that engage the fan community. “We’re proud to kick off the 2022 season by announcing Nobis as our first partner in the luxury retail space, bringing with them global recognition and presence in the fashion marketplace,” said Tyler Keenan, Vice President, [Global Partnerships](https://www.trendhunter.com/trends/matt-steves1), OverActive Media. “Nobis joins our ever-evolving roster of partners, further reinforcing the value brands see in the esports industry, particularly in connecting with today’s generation of fans.” A key objective of OverActive is to create a media, sports, and entertainment company with a focus on esports, videogames, content creation, culture, and live and online events. Nobis, on the other hand, is geared to creating timeless, functional, and durable outwear. Image Credit: Nobis ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 74% | Activity: 56% | Freshness: 11% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### What Makes This Trend Stand Out - **Luxury Esports Collaborations:** Luxury brands collaborating with esports teams to tap into a growing fan base creates opportunities for disruptive innovation in the intersection of fashion and gaming. - **Digital-first Activations:** Launching digital-first activations that engage the fan community presents opportunities for disruptive innovation in fan experience. - **Cross-industry Partnerships:** Collaborations between companies from different industries, such as luxury fashion and esports, offer opportunities for disruptive innovation in creating unique brand experiences for consumers. ### Sectors Adopting This - **Luxury Fashion:** Luxury fashion brands can tap into the growing fan base of esports through collaborations with esports teams, presenting opportunities for disruptive innovation in the intersection of fashion and gaming. - **Esports:** Creating engaging and interactive fan experiences through digital-first activations presents opportunities for disruptive innovation in the esports industry. - **Sports and Entertainment:** Partnerships between companies in the sports and entertainment industries, such as esports teams and luxury fashion brands, offer opportunities for disruptive innovation in creating unique brand experiences for consumers. ## Related on Trend Hunter - [Marketing-Focused Esports Deals](https://www.trendhunter.com/trends/og-esports.md) - [Premium Hockey Collaborations](https://www.trendhunter.com/trends/lululemon-4.md) - [Jacket Rehoming Charity Iniatitives](https://www.trendhunter.com/trends/nocoldshoulder.md) - [Adventure-Inspired Outerwear Campaigns](https://www.trendhunter.com/trends/nba-allstar-collection-1.md) - [Esports Merchandising Deals](https://www.trendhunter.com/trends/100-thieves-6.md) - [Esports Wearable Sponsorships](https://www.trendhunter.com/trends/oxygen-esports.md) - [Custom Apparel Sports Partnerships](https://www.trendhunter.com/trends/canada-basketball1.md) - [Breathable Festival Fabrics](https://www.trendhunter.com/trends/nobis.md) - [Spanish Esports Apparel Partnerships](https://www.trendhunter.com/trends/heroic-1.md)