A Look at the Most Popular Esports Merch of All Time - Ultimate Guide

Big brands have long partnered with sports teams for exclusive merchandise collections. However, it's only recently that major design houses and sports brands have decided to capitalize on the growing popularity of esports. Today, global brands like Puma and Adidas are latching onto the lucrative esports sector. It's not just everyday sporting labels that are dipping their toes. In more recent years, high-end designer labels and premium fashion houses have also got in on the action.

How Adidas Redefined Esports Merch

Esports teams have offered licensed merchandising for many years. However, it's only relatively recently that major sponsors have begun to partner with professional teams. One of the first big sportswear brands to take an interest in esports was Adidas. As of 2022, they've partnered with some of the most successful teams on the planet, including Team Vitality. Thanks to this early partnership, Team Vitality are considered trendsetters in the merchandising market. Their recent merch collections have been unveiled with all the fanfare of a new fashion line.
Adidas has since gone on to with a multitude of other esports teams and high-profile streamers. In fact, its esports collaborations have become a core part of the brand's business. Adidas has also maintained a healthy competition with other sportswear giants, with long-standing rivals Puma and Nike attempting to get in on the action.
The esports merch that Adidas is putting out is far from a novelty. A recent sneaker collaboration with Tyler Blevins, otherwise known as Ninja, proved incredibly popular with consumers. The initial collection sold out in less than an hour, with the limited-run footwear quickly appearing elsewhere online at significant markups.

Gucci Gets Involved

Although most sportswear brands focus on jerseys and footwear when creating merchandise with teams, there's an increasing market for high-end luxury products. A case in point is Gucci's collaboration with Fnatic. In 2020, FNATIC X GUCCI actually became a thing. The first piece of merchandise was a premium diver's watch, retailing for a cool $1,620. Did you miss your chance at securing one of these stylish timepieces? You're not alone. Only 100 watches were actually produced and they all quickly sold out.

Louis Vuitton and League of Legends

French fashion house Louis Vuitton has also become involved in the esports industry in recent years. Unlike Gucci, Louis Vuitton didn't simply design any products intended for the mass market. Instead, they partnered with Riot Games to design a one-of-a-kind trophy case for the annual Worlds Championship in 2019.

This unique partnership also extended to the in-game LoL universe. New skins for Senna and Qiyana were created in collaboration with Louis Vuitton designers. A limited apparel range, the LVxLol Collection, was also created to celebrate the occasion. Although relatively affordable, this capsule collection quickly sold out, leaving many League of Legends fans disappointed.

Eager to get your hands on the next big thing in esports merch? Jerseys and apparel can be picked up relatively cheaply, but it's those once-in-a-lifetime pieces that fans really want. To get a heads-up, find all esports teams here to discover which brands they're partnering with and what exciting collaborations might be on the horizon.

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