SNIPES, a sneaker and streetwear chain in Germany, has partnered with global esports organisation ESL. Together, a co-branded collection will be created.

This partnership sees SNIPES become the official fashion retail supplier for select ESL One tournaments, including this weekend’s ESL One Cologne event. Gamescom and ESL One Hamburg will also have presence from the clothing company.

Ismail Boulaghmal, Marketing Consultant for SNIPES discussed the partnership: “We at SNIPES feel deeply connected to gaming culture. Computer and video games have always been a part of the lives of our community, which is just as excited about skating, BMX, dance, music or street art. So a collaboration with ESL is an organic move for us. Especially since we deeply appreciate the exemplary work that ESL has been doing for years whilst believing in gaming culture.”

SNIPES and ESL had a test run of how their partnership could be executed at last year’s ESL One Hamburg, and evidently both parties felt it went well. Now, SNIPES will have presenting rights at players’ lounges and a physical store at Gamescom. The co-branding clothing collection will also be debuted at the aforementioned event – following the reveal, it’ll be available at SNIPES’ numerous stores.

Bernhard Mogk, SVP Global Sales & Business Development at ESL added: “SNIPES stands for urbanity, youth culture and style. It’s an iconic brand that impresses with its unique way of thinking, thus making a perfect partner for us. Together with SNIPES, we want to capture the pulsating charm of esports in our collection and give fans more opportunities to identify with their passion on the ground.”

This isn’t the first partnership between an esports organisation and a non-endemic clothing brand. Some recent cases of such a deal include Immortals entering a partnership with K-Swiss, Astralis creating ties with Jack & Jones, and North becoming sponsored by adidas.

Esports Insider says: SNIPES is a big deal in streetwear, with stores in Austria, Switzerland, the Netherlands, Spain, Italy and Belgium, while ESL is a big deal in the esports industry. It sounds like a good match to us! We look forward to seeing the co-branded collection that will be created as a result of this deal.

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