UNDEFEATED Partners with New York Excelsior for the First Time
References: grandfinalsmerch.splashthat & hypebeast
UNDEFEATED — a contemporary sneaker and apparel brand, produced limited edition eSports jerseys for the New York Excelsior team ahead of the Overwatch League competition. This marks the first venture of the popular streetwear fashion brand into the world of eSports. However, the partnership is not the first one to fuse the fashion and eSports industries.
CEO and co-founder of UNDEFEATED, James Bond, shared with Hyperbeast that the common ground between the contemporary apparel label and the New York Excelsior team is "competitive excellence." Naturally, the limited edition eSports jerseys were also made available to fans. In a pop-up shop last year, 75 units of the collaborative sporting apparel were made available to eager consumers.
CEO and co-founder of UNDEFEATED, James Bond, shared with Hyperbeast that the common ground between the contemporary apparel label and the New York Excelsior team is "competitive excellence." Naturally, the limited edition eSports jerseys were also made available to fans. In a pop-up shop last year, 75 units of the collaborative sporting apparel were made available to eager consumers.
Trend Themes
1. Esports Fashion Partnership - The fusion of fashion and eSports through limited edition jersey collaborations presents an opportunity for brands to tap into the growing eSports market.
2. Crossover Brand Collaborations - Collaborations between streetwear brands and eSports teams allow for the creation of unique and limited edition merchandise, tapping into the consumer demand for exclusivity.
3. Esports Fan Merchandise - The availability of limited edition eSports jerseys for fans creates an opportunity for revenue generation and brand loyalty for both the teams and brands involved.
Industry Implications
1. Fashion - Fashion brands can explore partnerships with eSports teams to create limited edition merchandise, expanding their reach to new consumer groups.
2. Esports - eSports teams can collaborate with fashion brands to create exclusive merchandise, leveraging the popularity of streetwear and expanding their revenue streams.
3. Retail - Creating pop-up shops or online platforms to sell limited edition eSports jerseys gives retailers an opportunity to cater to the growing demand for eSports merchandise.
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