Liiv Sandbox rebrands to FearX ahead of the 2024 season

19 December 2023

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Liiv Sandbox rebrands to FearX ahead of 2024 season
Image Credit: FearX

South Korean esports organisation Liiv Sandbox has officially rebranded to FearX ahead of the new year, revealing its new logo and brand identity on December 15th, 2023.

Even though FearX has retained the black and yellow colours from the previous logo, the new FearX brand has undergone a major revamp. Notably, the organisation now has a fox head as its logo, and the ‘X’ in the name is used to represent the meaning of “fearless foxes”, which is also reflected in its acronym, FOX.

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According to Korean forums, the yellow fox was chosen as the mascot to match the nickname “Sand Storm”, which carries the meaning of exciting fans with fearless and unstoppable romantic play.

Based in Busan, the company that owns Liiv Sandbox, SBXG, became an esports subsidiary of 4By4 in March 2023, a company that provides hardware solutions, including smart visual enhancement devices for video.

The rebrand to FearX occurred around the same time the organisation’s title sponsorship with financial group KB Kookmin Bank concluded. The bank’s ‘Liiv’ brand, which was used for the company’s mobile-based platforms and services, has been a part of the organisation’s name since the signing a naming rights deal in December 2020.

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Despite its departure from Liiv, the team also has a range of other commercial partners such as PC peripherals brand Roccat and gaming headset company Turtle Beach.

The new logo and brand name will be used across all competitions the organisation plays in: League of Legends, FIFA, Kartrider: Drift and Rainbow Six Siege. The team is mainly known for its presence in the professional Korean League of Legends scene, the League Champions of Korea (LCK).

In the 2023 LCK Summer Split, the team came close to qualifying for playoffs, finishing 7th with a 5-13 record. Alongside the overhaul of its brand identity, the League of Legends team will field a new lineup for the 2024 LCK Spring Split, which begins on January 17th.

Davide Xu