The Lab will see Complexity Gaming’s players measured on biometric data, function, comfort, and mobility to create suitable performance apparel.
The Lab will be a dedicated research hub located in the GameStop Performance Center, the official headquarters of the North American organisation. According to a release, the research and development will take place over three separate stations.
Gamers will start in the Cognitive Lab where they will be measured in basic capabilities like reaction speed, memory, and inhibition. Then they will move to the Herman Miller Innovation Lab where Complexity players will provide feedback on prototypes in controlled private sessions. Finally, the products will go to the Advanced Training Rooms where they will undergo stress testing in environments that mimic LAN settings including temperature, sound, lighting, and equipment.
Jason Lake, CEO of Complexity Gaming, spoke on the venture in a release: “Our mission is to help the entire industry reframe the conversation and focus on holistic player well-being. We Are Nations is the ideal partner to help us create next-generation products that stem from actionable insights and data that will drive the professionalization of esports.”
For We Are Nations, with major athletic apparel providers getting into esports, it will have a facility to conduct important testing to keep up with bigger non-endemic competitors. Nike has brought League of Legends players to do tests on its campus and Puma has created esports performance apparel already. We Are Nations is making sure these outside competitors know there is a company in this space already.
Patrick Mahoney, CEO of We Are Nations, also commented: “We Are Nations is dedicated to developing innovative products to be used by professional and social gamers alike, and we believe we’ll be able to lead the industry with the creation of The Lab. The unparalleled access to research and testing throughout the GameStop Performance Center and with Complexity athletes will allow us to take our product development a step further and help us to service gamers for a function well beyond comfort or style.”
In addition to The Lab, We Are Nations will also launch a sportswear line for the organisation’s players, streamers, and fans. The new line will include products for Complexity Gaming, Complexity-Limit, influencers, and a branded capsule collection.
Esports Insider says: Creation of performance apparel for esports has been controversial as some don’t see the benefits. But there was a time when many didn’t think track shoes had room to improve either – then Bill Bowerman put rubber in a waffle iron and created the first transformative Nike running shoe. Whether or not apparel matters in esports will come down to research. Complexity and We Are Nations have just announced plans for the most extensive research we’ve ever seen in this area and it will be interesting to see what they find out.