New York Excelsior Aims To Inject Fashion Into The Esports Community

New York Excelsior Aims To Inject Fashion Into The Esports Community
Brand Activation & Immersion

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

Rachel Gonzalez
  • 5 december 2018

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.

+brand activation & immersion
+Brooklyn
+Entertainment
+esports
+Fashion
+merch
+merchandising & curation
+retail
+shopper marketing & promotions
+streetwear

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.