Champion, Crocs Continue Expanding in Esports
Champion Athleticwear will release its third collaboration collecti
on with HP Inc.’s gaming brand HyperX next Wednesday.
The limited-edition apparel line will include the sportswear brand’s Powerblend fleece hoodies, Powerblend fleece joggers and cotton T-shirts—all featuring a minimalistic design with glow-in-the-dark accents.
The collection will arrive four months after HyperX—a brand that mostly sells more traditional gaming gear like headsets, keyboards and microphones—debuted its first original apparel line. Manufactured by Champion, but designed by HyperX, the GG Collection includes a hoodie based on the athleticwear company’s Powerblend design, a cotton tee, a stretch-fit hat, a stretch-fit flat-bill hat and a face mask.
The HyperX x Champion Glow in the Dark Collection, however, falls in the same vein as the two collaborations the brands released together in October 2019 and July of last year.
“With this season-three HyperX and Champion collab, we jointly created a capsule that proudly showcases fans’ love for iconic streetwear while tastefully alluding to their gaming roots,” Stephanie Winkler, strategic marketing manager, HyperX, said in a statement. “Gamers can hit the lights and yet still radiate on-screen with our limited-edition Glow in the Dark Collection.”
Champion is also taking on esports fashion outside of its relationship with HyperX. Last August, it debuted a patent-pending sweatshirt designed specifically for gamers. Details include an oversize hood that can be worn over headsets of all sizes, odor-control technology, narrowed sleeves and a unique rib cuff that will stay put when pushed up unto the forearm. The fleece top also features a kangaroo pocket with zippers and a zip pocket at the left chest with an internal credit card slot.
Crocs hosts Minecraft competition
Champion is not the only brand working to raise its profile within the gaming community.
Crocs teamed up with the global esports organization Gen.G to launch a two-week Minecraft competition Tuesday. Connected to the release of the clog maker’s new All Family Tie-Dye collection, the build-off encourages players to “showcase their personalities and share their lives in all its colors,” Crocs said.
A panel of gaming influencers will review the submissions, judging for build quality, creativity and color. They will select six finalists from each region—the U.S. and Canada, Europe, Korea, Japan and China. Begun Tuesday, the competition will conclude July 19.
First-place winners will receive at least five pairs of Crocs, as well as a custom “one-of-a-kind” pack of Jibbitz shoe charms to be designed with the Crocs team. Depending on the region, those finishing in first will also receive an Xbox Series X, PlayStation 5 or LG laptop. Those in second through sixth place will receive three pairs of Crocs.
“The ‘Build Your Life in Color’ competition is another example of how Crocs continues to innovate by creating authentic relationships with brand fans and consumers on the digital stage,” Crocs senior vice president and chief marketing officer Heidi Cooley said in a statement. “Just like Crocs, the world of Minecraft is inspired by creativity and self-expression, and we’re excited to collaborate with Gen.G on a program that brings Crocs together with the gaming community.”
This is not the first time Crocs has become involved in an esports competition. Last year, it sponsored two Call of Duty Warzone competitions in October and December.