With SNIPES, yet another clothing brand/retailer is competing for the esports audience. After a successful pilot case during the ESL One Hamburg 2017, the German streetwear retailer now becomes the “Official Fashion Retail Supplier” for selected ESL events, particularly the Germany-based ESL One Cologne, Gamescom, and ESL One Hamburg. Further, SNIPES will release a fashion collaboration with ESL during Gamescom later this year. The deal also includes the presenting rights to the player’s lounges at the respective events. That announcement comes half a year after H4X.gg got introduced as the “Official Apparel Supplier” for several ESL and DreamHack events.
Since January 2017, Adidas is the “Official Outfitter” of the French esports organization Team Vitality. Further, the Danish Counter-Strike: Global Offensive team Astralis and JACK & JONES entered into a partnership in September 2017. JACK & JONES produces the official Astralis apparel and sells it via selected retail stores.
In June 2018, the Splyce announced Foot Locker as an official sponsor for their European League of Legends team. Ateyo from Los Angeles, a newcomer that claims to “fill the gap between gaming and fashion” and cooperates with some North American esports personalities and players.