OverActive Media strikes multi-year H4X apparel deal

Following on from raising $40m, OverActive Media, the parent company of MAD Lions, Toronto Ultra, and Toronto Defiant, has announced a multi-year partnership with esports apparel brand H4X.

As a result of the partnership, H4X will become the lead apparel partner for OverActive Media’s Toronto Ultra and Toronto Defiant franchises.

Photo credit: OverActive Media / H4X

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Alongside the announcement, both franchises revealed collaborative H4X apparel collections which include t-shirts, hoodies, and hats, among others.

Speaking to ESI’s H.B. Duran, Tyler Keenan, OverActive Media’s VP of Global Partnerships, commented: “We’ve been listening to our fans over the last year or so and understanding their pain points around apparel and shipping and duty fees. The partnership with H4X was strategic in that it solves some of those problems. It’s two great Canadian companies coming together in esports.”

Toronto Defiant’s collection, expected to go on sale Thursday, April 15th, will take inspiration from its #RiseTogether and #DefiantForever hashtags, whilst also integrating aspects of Toronto. The launch coincides with the franchise’s Overwatch League season opener on April 17th. 

Meanwhile, Toronto Ultra’s apparel range includes the ‘OG tee’, which is a replica of the first-ever t-shirt produced by the team that was never available to the public. The Call of Duty League franchise’s collection is available now.

Keenan added: “The OG shirt specifically, is paying homage to an original piece of apparel that we had when we first started the organisation and launched Toronto Ultra. That was a unique moment and something we wanted to bring back for our fans. You’ll start to see more and more of that as long as we continue to work with H4X.”

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Cole Gurman, H4X’s CEO, also told ESI: “We’ve been building a relationship with OverActive for over two years, so this didn’t just happen overnight. They saw what we had to offer, and not just from a capabilities standpoint — we have a global infrastructure that is set up to handle anything to do with fulfilling merchandise, web experience customer service, etc. I think above and beyond our experience and value chain, we do pay meticulous attention to detail.”

Esports Insider says: It has been a busy month already for both OverActive Media and H4X. The apparel brand, just last week, collaborated with FaZe Clan’s NICKMERKZ, meanwhile, OverActive Media announced that the NHL’s Montreal Canadians has joined its ownership group. The partnership will most likely boost H4X’s brand, especially given the success of Toronto Ultra.

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