Italian sportswear brand Kappa has entered esports through a partnership with UK-based organisation Vexed Gaming.
The deal will see Kappa provide apparel for Vexed Gaming’s players to wear both casually and when competing.
Joe Pilato, Sports Marketing Executive at Kappa UK discussed the company’s entrance into esports: “The Esports and gaming community is full of passionate individuals who strive for personal excellence – something we at Kappa embrace in all we do. These attributes are inherent to Vexed Gaming and we are delighted to make our official entry into Esports by supporting the aspirations and motivations of such a dynamic, motivated and talented organisation.”
A collaborative range of team wear and leisure wear from Kappa and Vexed Gaming will be available to purchase in September.
Mark Weller, Chief Gaming Officer at Vexed Gaming commented on the deal: “Kappa’s entry into the Esports arena is a marked step for the community and the industry. Kappa’s iconic brand and individual styling is ideally pitched for gamers worldwide. We are thrilled that, of all the teams in the world, Kappa has selected Vexed Gaming to show their support of Esports teams and engage with the wider gaming community.”
Vexed Gaming was acquired by Cooldown Ventures in June, resulting in the organisation operating out of its new parent company’s offices in Manchester, UK.
There’s a trend emerging with sporting & athletic clothing brands operating within esports. FILA made its first move by partnering with Counter Logic Gaming in June, Nike has gotten involved with both FURIA and LPL this year, Champion has been very active over the past few months, and adidas continues to increase its presence.
Esports Insider says: It’s very clear to see that sportswear companies see opportunities in esports, though so far it’s mostly been by capitalising off of the popularity of teams and organisations by selling co-branded apparel. Hopefully there’s no Kappa meme needed to describe this partnership over the coming months!
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