Foot Locker, Champion hook up with eSports teams
The two companies join forces in a collaborative effort with a group of eSports organizations
Foot Locker and Champion Athleticwear are now getting behind five eSports organizations in a new collaborative effort to support the teams. They will offer a new product line that is designed to reflect “each team’s dynamic DNA and heritage,” and will offer an array of apparel for the clubs.
Among the organizations are OpTic Gaming, Dignitas, Spacestation Gaming, Counter Logic Gaming and Renegades, which already has a relationship with Champion. The two companies will offer jerseys, sweatshirts and t-shirts, and the apparel can be found in different retailers, including Foot Locker, Champs Sports, Footaction and Eastbay.
According to Andrew Gray, Foot Locker, North America’s VP and chief merchandising officer, “Foot Locker, Inc. has a storied history elevating traditional sports and athletes in unique ways, and now we are excited to elevate esports for our consumers within the Foot Locker family of brands. This is a great opportunity for us to continue our mission of inspiring and empowering youth culture.”
In conjunction with the new effort, Champion is planning on holding an exclusive in-store tournament at its Champ Sports Times Square facility on May 18. The event will be livestreamed on Twitch and fans will have the opportunity to compete against popular gamers from each of the teams.
HanesBrands’ GM for Licensed Sports Apparel, Larry Gemmell, adds, “With a rich history in athleticwear and growing presence in esports, this collaboration is the next step in further cementing the Champion brand’s influence and impact on esports culture. Together with Foot Locker, we’re uniting the esports community and, for the first time, introducing it at retail positioned squarely alongside other sports-inspired apparel. We’re thrilled to do so, and for esports fans to see the new collection.”