INTERSPORT and SK Gaming have partnered for the creation of a new jersey and a number of other activations.

An “unboxing”-style announcement video will feature SK Gaming players across a number of titles wearing the new jersey.

This move comes in the wake of SK’s return to League of Legends and marks a new chapter for the esports organization.

INTERSPORT, an international sporting good retailer, has partnered with SK Gaming for a number of activations and the promotion and sale of a newly-designed jersey. This partnership was done in collaboration with Jung von Matt/SPORTS, a German sports marketing agency, who have produced an “unboxing” video featuring SK Gaming players in their new gear.

“With SK, we have found a partner that embodies the sport like no other – and is set to once again aim for the top of Europe with the new LEC spot,” said INTERSPORT’s director of sponsoring and events, Niko Lindauer. “With this partnership, we especially wanted to strengthen the bond to our young target group since esports is an area that has garnered a lot of attention in recent years.”

Alexander Müller, SK Gaming’s managing director, added that “the timing of this partnership couldn’t have been more perfect.”

Indeed, SK Gaming’s return in Riot Games’ rebranded League of Legends European Championship (LEC) was a major step forward for the esports organization. In The Esports Observer’s interview with Müller about the new venture, he explained that his team worked for close to 12 months in order to return to the top European League of Legends competition, after having been relegated from it in 2015.

“We tried to get back in the beginning, but then we realized that this isn’t something you can’t just do after being relegated. You need to have full focus on it… Now people can finally understand what we’ve been doing.”

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In addition to SK’s new League of Legends team, it will feature its FIFA and Clash Royale players in the announcement video. The partnership will also lead to social media content pieces and in-store activations.

This marks the first foray into esports for INTERSPORT Germany (not to be confused with Chicago-based sports marketing and consulting firm Intersport, who also operate within the esports sphere). As of last year, the retailer operated over 5,800 shops in 65 countries, making it a prime partner for any international esports organization.