The collection will see Champion create a collection of Foot Locker exclusive content inspired by esports organizations OpTic Gaming, Counter Logic Gaming, Dignitas, Spacestation Gaming and Renegades. Foot Locker has begun to launch items from the collaborations at retail stores and online.
"Foot Locker 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," says Andrew Gray, vice president and chief merchandising officer, Foot Locker, North America. "This is a great opportunity for us to continue our mission of inspiring and empowering youth culture."
The partnership news points to the continued interest between esports brands and non-gaming companies. Nielsen recently launched a report that found non-gaming brand involvement in esports grew by 13 percent over the past year.