Sports, media and entertainment organization, OverActive Media, has announced Nobis, a Canadian outerwear brand, as the official outerwear partner for OverActive’s Canadian professional esports teams, Toronto Ultra and Toronto Defiant. The new partnership bridges the gap between retail and the world of esports, enabling both brands to tap into an expanded consumer and fan base. 

“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,” says Tyler Keenan, vice president, global partnerships, 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.” 

The Nobis brand will come to life through Toronto Ultra team and player content, product integration and digital-first activations that engage the fan community through giveaways and a behind-the-scenes look at Toronto Ultra’s season. 

“This unique partnership with OverActive Media stems from a shared passion and desire to strive for excellence which is heavily rooted in our brand DNA,” says Kevin Au-Yeung and Robin Yates, founders, Nobis. “We couldn’t help but think of the authentic synergy between the two partners that would not only support our communities but redefine the future of fashion, sports and entertainment.”