Brazilian esports organisation FURIA has partnered with American apparel brand New Era to create a collection of headwear with the FURIA branding.
The collection consists of several different hat designs using New Era’s 9Fifty, 9Forty and 59fifty models, and is available for purchase through FURIA’s online store.
New Era is one of the best-known headwear brands in the world, partnering with the likes of NFL, NHL and NBA, as well as numerous sports clubs, artists and brands around the world.
The company notably partnered with G2 Esports for a lineup of winter and summer merchandise, though this appears to be one of the only such partnerships with esports brands.
The partnership with New Era is the latest step in FURIA’s ambitions to further combine the streetwear and lifestyle aspects with competition and creators. FURIA notably collaborated with DC Comics on a Batman-themed merchandise collection, and regularly works with local Brazilian brands and designers.
Christiano Reis, Marketing Manager at New Era, commented on the partnership with FURIA: “At New Era, our sporting essence has always been the driving force behind our lines and collections, and today, this spirit extends to the world of electronic sports.
“This collab is a shining example of how esports is not just a trend but a revolution in the global sports scene and how they impact various industries, such as fashion. We are committed to supporting the passion and dedication of athletes in this genre as we do with traditional athletes. “
Reis also added that the partnership is a ‘milestone’ that will allow New Era to ’embrace the evolution of esports’, perhaps a hint at a possibility of further activations in esports in the future.
