Swedish esports organisation Ninjas in Pyjamas (NiP) has announced a partnership with sportswear brand FILA.
As a result, the two parties will collaborate on a merchandise collection that includes a new jersey for the organisation’s rosters.
According to a release, ‘technology, innovation and tradition’ are the three driving forces behind the collection. The merchandise is also designed using data insights from the Fashion Innovation Center (FIC).
FILA is no stranger to the esports industry. The fashion brand made its entrance in 2019 through a collaboration with North American organisation Counter Logic Gaming. However, the partnership with NiP marks its second esports deal as the company looks to gain a foothold in the rapidly expanding esports fashion sector.
For NiP, FILA becomes the ninth partner of the organisation, joining the likes of gaming brand Razer, online bookmaker Betway and English football club Leeds United. Information on the release of the collection was not disclosed.
The organisation is currently competing in the IEM Rio Major, the final CS:GO Major of 2022. It is one of ten teams that have qualified for the Legends stage, which begins on November 5th.
Hicham Chahine, CEO of Ninjas in Pyjamas, spoke on the deal: “FILA is truly an iconic brand within sports and entertainment. We are inspired by their elite heritage, heroic athletes and spirit of reinvention.
“NIP is thrilled to be joining FILA as they engage with a younger demographic and new industries like esports. We are proud to be a guiding force as FILA explores using technology to create transformational experiences.”
