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Undefeated Forges Partnership With Esports

Esports is tapping into streetwear.
The gaming league has teamed with Undefeated, a sneaker and streetwear retailer based in Los Angeles, to create a jersey for the New York Excelsior, which is New York City’s first professional eSports franchise. It is one of the 12 founding franchises of Activision Blizzard’s Overwatch League, which is owned by Sterling.VC, a venture capital fund supported by Sterling Equities.
“Excelsior wanted to create a unique approach to team apparel,” said Collette Gangemi, the head of merchandise and consumer products for the New York Excelsior. “Most eSports apparel is semi-juvenile. I was brought on to take more of a streetwear collaboration approach. When you are starting a league in New York and trying to build a community, having apparel that people can buy into helps that.”
Undefeated has worked with EA Sports on an NBA Live 18 event, but this is its first time partnering with eSports. James Bond, the cofounder of Undefeated, sees overlap in the streetwear and gaming communities.
“Most of today’s sneakerheads have grown up computer-savvy and for a lot of the kids, playing games is second nature to them. Even my son, who is 11, is starting to get into video games. This isn’t just

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Via:: https://wwd.com/menswear-news/mens-lifestyle/undefeated-forges-partnership-with-esports-1202780968/