Giving esports fans the chance to connect in real life, the two retailers will be hosting a tournament at Champion's flagship store as well as selling merchandise from the competing teams in-store and online

Athletic retailers Foot Locker and Champion are collaborating on a promotion for esports teams. This partnership will debut branded apparel from five of the best know esports teams in the world, including a line of jerseys, sweatshirts and T-shirts.

To help further support the digital gaming community, Champion will also be hosting an esports tournament in its flagship Times Square store in New York City. The competition will feature Counter Logic Gaming, Renegades, Spacestation Gaming, OpTic Gaming and Dignitas, and will also be live-streamed on gaming platform Twitch.

Both advertisers and athletic brands are giving more attention to esports, as they recognize the potential for advertising in the entertainment-based arena. Streaming ecommerce channel NTWRK launched the collab's merchandise May 1, and Footlocker's brand family debuted the entire range in stores and online May 2.

Foot Locker

Champion

Athletic retailers Foot Locker and Champion are collaborating on a promotion for esports teams. This partnership will debut branded apparel from five of the best know esports teams in the world, including a line of jerseys, sweatshirts and T-shirts.

To help further support the digital gaming community, Champion will also be hosting an esports tournament in its flagship Times Square store in New York City. The competition will feature Counter Logic Gaming, Renegades, Spacestation Gaming, OpTic Gaming and Dignitas, and will also be live-streamed on gaming platform Twitch.