Champion has made a name for itself with its athlete leisure and traditional sports apparel, but the company is now eyeing a new growth category in esports.
Over the past few weeks, Champion has announced deals to become the official apparel provider of the NBA 2K League and a maker of fan apparel for esports organization OpTic Gaming.
The NBA 2K partnership includes outfitting the league’s 21 teams with game uniforms, spanning both the human players themselves, and their in-game avatars. The company will also make special jerseys for marquee events.
Last week, the retailer additionally announced a year-long collaborative campaign to make co-branded athleticwear with OpTic Gaming.