In Brief

Inspired by IRL sports influencers who act as ambassadors for fashion brands, the American Overwatch esports team is hoping to establish partnerships with apparel retailers to engage the virtual community with fashion

Through brand collaborations and limited-release popup shops, one woman is making strides to integrate the competitive video gaming community with the world of fashion. Based on the fact that NBA and NFL players are sometimes as well known for their bold fashion choices as they are for their sports skills, Collette Gangemi, VP of products and merchandising at New York Excelsior, wants to bring the phenomenon to the competitive esports community.

New York Excelsior is one of the largest pro Overwatch teams in the U.S., and Gangemi has plans to get her gamers into fashion through collaborations with streetwear brand Undefeated and jewelry designer Melody Ehsani. The merchandise developed through these partnerships will be sold at a Brooklyn popup shop that will update its stock weekly during the month of December.

Along with these street styles, Gangemi and the team have also designed a New York Excelsior-themed version of Nike’s Air Force 1 sneaker. Ultimately, Gangemi hopes to help fashion brands capitalize on the potential of the currently booming esports market.

New York Excelsior


Lead image: esports gaming stock photo from Gorodenkoff/Shutterstock

Through brand collaborations and limited-release popup shops, one woman is making strides to integrate the competitive video gaming community with the world of fashion. Based on the fact that NBA and NFL players are sometimes as well known for their bold fashion choices as they are for their sports skills, Collette Gangemi, VP of products and merchandising at New York Excelsior, wants to bring the phenomenon to the competitive esports community.

New York Excelsior is one of the largest pro Overwatch teams in the U.S., and Gangemi has plans to get her gamers into fashion through collaborations with streetwear brand Undefeated and jewelry designer Melody Ehsani. The merchandise developed through these partnerships will be sold at a Brooklyn popup shop that will update its stock weekly during the month of December.