Global esports and media company OverActive Media has agreed a partnership with Canadian apparel brand Nobis ahead of the upcoming Call of Duty League season.
The partnership will see Nobis become the Official Outerwear Partner for Toronto Ultra and Toronto Defiant. Nobis and OverActive media will work on content with players, product integration and digital-first activations.
This is the first esports partnership for Nobis, a Canadian luxury clothing manufacturer founded in 2007 by former CanadaGoose executive Robin Yates.
The company will supply esports players on the Toronto Defiant and Toronto Ultra teams with clothing that helps players “stay warm as they live, train and compete in Toronto”, according to Toronto Ultra player Jamie Craven.
Nobis is the latest in a number of fashion brands partnering with esports entities. The likes of Gucci, Louis Vuitton, Nike, and Adidas are already active in esports, and a large number of esports teams, ranging from G2 and Vitality to 100 Thieves and FaZe, have secured partnerships with clothing brands.
Tyler Keenan, Vice President of Global Partnerships at OverActive media, spoke on the partnership in a release: “We’re proud to kick off the 2022 season by announcing Nobis as our first partner in the luxury retail space, bringing with them global recognition and presence in the fashion marketplace.
“Nobis joins our ever-evolving roster of partners, further reinforcing the value brands see in the esports industry, particularly in connecting with today’s generation of fans.”
Kevin Au-Yeung and Robin Yates, Founders of Nobis, also commented: “This unique partnership with OverActive Media stems from a shared passion and desire to strive for excellence which is heavily rooted in our brand DNA. e couldn’t help but think of the authentic synergy between the two partners that would not only support our communities but redefine the future of fashion, sports, and entertainment.”
OverActive Media is investing heavily in growth following a successful year in 2021. The company raised $40m in funding, announced a new Toronto esports venue, and started trading publically in the United States.
Esports Insider says: Nobis is a good fit for the two Toronto-based esports teams under the OverActive Media umbrella. Since Canada is known for its cold winters, a partnership with a known jacket manufacturer makes sense for OverActive Media.