Swedish organisation GODSENT has announced a three-year exclusive apparel partnership with fashion brand Björn Borg.
The collaboration, which GODSENT states began in autumn, will see Björn Borg’s apparel integrated into all GODSENT official match wear and merchandise.
Ludwig Sandgren, CEO at GODSENT commented on the deal in a release: “Since I started my career as an entrepreneur in esports I have worked to incorporate workout regiments in the life of professionals players, since it to me always have been easy to recognise the obvious benefits of being fit when you try to be the best at anything. Therefore, I am extremely proud to be able to bring Björn Borg into our world and collaborate with them to bring higher standards to our organization and to the esports world in general by putting focus on the physical aspect of the professional lifestyle of the esports athlete.”
GODSENT claims that it “seeks to emphasise the physical and mental aspects of gaming to optimise performance in the game as well as in life.” To that end, its partnership with Björn Borg will see the partners aim to release a new collaborative apparel collection which highlights “the benefits of physical training alongside gaming.” The collection is planned for autumn 2020.
Henrik Bunge, CEO at Björn Borg added: “I look very much forward to our collaboration with GODSENT. We both share a strong belief that physical training adds far more value than just feeling good. For GODSENT, it has added value in becoming the best in the world within esports.”
GODSENT returned to action following a merger with The Final Tribe in September. It currently competes in Counter-Strike: Global Offensive, Dota 2, League of Legends, Hearthstone, Rainbow Six Siege, and Fortnite.
Esports Insider says: Exclusive apparel partnerships of this kind seldom have such lengthy terms in esports. The three-year deal marks significant commitment from both companies to build a brand together, and the focus on creating apparel that considers physical training (unlike traditional esports apparel) suggests aims to build a lifestyle brand rather than one limited to gaming.