{"id":8179,"date":"2017-09-20T17:17:46","date_gmt":"2017-09-20T16:17:46","guid":{"rendered":"https:\/\/esportsinsider.com\/?p=8179"},"modified":"2017-09-20T17:17:46","modified_gmt":"2017-09-20T16:17:46","slug":"nicolas-maurer-team-vitality-kings-merch","status":"publish","type":"post","link":"https:\/\/esportsinsider.com\/2017\/09\/nicolas-maurer-team-vitality-kings-merch","title":{"rendered":"Nicolas Maurer &#8211; Team Vitality &#8211; Kings of the Merch"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-8205\" src=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-1024x683.png\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-1024x683.png 1024w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-300x200.png 300w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-768x512.png 768w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-696x464.png 696w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-1068x712.png 1068w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1-630x420.png 630w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1.png 1678w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><span style=\"font-weight: 400;\">Next up in our Kings of the Merch series is<\/span><b> Nicolas Maurer,\u00a0<\/b><span style=\"font-weight: 400;\">CEO at <\/span><b>Team Vitality<\/b><span style=\"font-weight: 400;\">. When it comes to looking the part, Maurer recognised the importance of this long ago and has brought that mentality to his team.\u00a0<\/span><\/span><\/p>\n<figure id=\"attachment_8180\" aria-describedby=\"caption-attachment-8180\" style=\"width: 214px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-8180\" src=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Nicolas-Maurer.jpg\" alt=\"\" width=\"214\" height=\"214\" srcset=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Nicolas-Maurer.jpg 400w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Nicolas-Maurer-150x150.jpg 150w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Nicolas-Maurer-300x300.jpg 300w\" sizes=\"auto, (max-width: 214px) 100vw, 214px\" \/><figcaption id=\"caption-attachment-8180\" class=\"wp-caption-text\">Nicolas Maurer, Team Vitality<\/figcaption><\/figure>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><span style=\"font-weight: 400;\">Vitality signed a one year deal with Adidas France at the beginning of this year to kit out its teams. Vitality currently have rosters in League, CoD, FIFA, Halo, Rainbow Six Siege and H1Z1. Here\u2019s an <\/span><a href=\"https:\/\/esportsinsider.com\/2017\/01\/pierre-acuna-havas-adidas-vitality-deal-game-changer\/\"><span style=\"font-weight: 400;\">interview with Havas Entertainment<\/span><\/a><span style=\"font-weight: 400;\">, who helped broker the deal between Adidas France and Vitality, from back in January. <\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Esports Insider: How important is apparel design of the kits players wear to an esports organisation?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Nicolas Maurer<\/b><span style=\"font-weight: 400;\">: Extremely important. <\/span><\/span><\/p>\n<h4 style=\"text-align: center;\"><span id=\"keeping_a_powerful_and_unified_identity_across_the_most_important_leagues_is_crucial_for_growing_our_fanbase\">&#8220;Keeping a powerful and unified identity across the most important leagues is crucial for growing our fanbase&#8221;<\/span><\/h4>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><span style=\"font-weight: 400;\">We\u2019re a brand, and our jersey is the first physical connection to our fans. We want them to be proud of wearing a Vitality jersey and audiences to recognise the brand immediately. Keeping a powerful and unified identity across the most important leagues is crucial for growing our fanbase over time.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>ESI: Where did the Adidas deal come from and how did the negotiation go? Do you think it says something about the French esports scene that it opted for Vitality as amongst the first to partner with in esports? <\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Nicolas: <\/b><span style=\"font-weight: 400;\">We worked closely with Havas, who were in discussions with Adidas France about esports. Working with Vitality was the most obvious choice for Adidas, since we\u2019re the number one French team on every metric, with a European audience. Plus, we have some of the bests FIFA players in the world like Rocky.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>ESI: Why do you think we haven\u2019t seen movement elsewhere from Adidas and from their rival competitors in esports with teams and apparel to date? Will this change?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Nicolas: <\/b><span style=\"font-weight: 400;\">Like many non-endemic brands, Adidas has to understand the market : \u201cwhat is esports exactly, and how should we address it ?\u201d. That&#8217;s the main question for those brands.<\/span><\/span><\/p>\n<h4 style=\"text-align: center;\"><span id=\"merchandising_is_a_small_part_of_our_overall_revenue_for_now_but_its_growing_every_year_in_relative_and_absolute_terms\">&#8220;Merchandising is a small part of our overall revenue for now but it\u2019s growing every year in relative and absolute terms&#8221;<\/span><\/h4>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><span style=\"font-weight: 400;\">Most of them know they have to communicate in esports at some point to reach the millennials, but they don\u2019t really know how to do so. This is already changing with more and more people being able to teach them what esports is, starting with us. We work as advisors for our partners. Consultants and ad agencies work with brands but only a handful of them are knowledgeable enough at the moment. In the end, it\u2019s an ongoing process and it\u2019s already paying off with numerous brands coming into the field.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>ESI: How much of a role does apparel and merchandise play in Team Vitality\u2019s monetisation and business model now, and going forward? <\/b><b>Are esports teams are better placed than other types of sports team to capitalise on generating income and building a brand via merch?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Nicolas: <\/b><span style=\"font-weight: 400;\">Merchandising is a small part of our overall revenue for now but it\u2019s growing every year in relative and absolute terms. It\u2019s a big focus for us developing our business. <\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><span style=\"font-weight: 400;\">We\u2019re comparable to sports teams in the way that we can monetise physical goods, but we can do much more with in-game digital content. Every esports game publisher is taking the opportunity to integrate digital goods using top esports teams&#8217; IP and sharing parts of the revenues with us. Winning competitions and developing our brand is obviously key to growing both types of sales.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>ESI: So far you seem to have opted more for the official esports gear rather than going down the \u2018lifestyle brand\u2019 route some such as Fnatic and NiP have taken. Is this something you have in the pipeline or something you\u2019ll be avoiding?<\/b><\/span><\/p>\n<h4 style=\"text-align: center;\"><span id=\"were_comparable_to_sports_team_in_the_way_we_can_monetise_physical_goods_but_we_can_do_much_more_with_in-game_digital_content\">&#8220;We\u2019re comparable to sports team in the way we can monetise physical goods, but we can do much more with in-game digital content&#8221;<\/span><\/h4>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Nicolas: <\/b><span style=\"font-weight: 400;\">We have many things on the pipeline but I wouldn\u2019t want to spoil anything ! You\u2019ll see.<\/span><\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">We have a crazy news to share guys, we&#39;re in the game! ?<br \/>Our jersey will be featured as a special <a href=\"https:\/\/twitter.com\/hashtag\/FIFA18?src=hash&amp;ref_src=twsrc%5Etfw\">#FIFA18<\/a> item ?<br \/>RT for a chance to win it ? <a href=\"https:\/\/t.co\/D6kDExdpgm\">pic.twitter.com\/D6kDExdpgm<\/a><\/p>\n<p>&mdash; Team Vitality ? (@TeamVitality) <a href=\"https:\/\/twitter.com\/TeamVitality\/status\/908687993208213504?ref_src=twsrc%5Etfw\">September 15, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>ESI: How has the arrangement with Adidas been going? Have talks of a possible extension been had?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Nicolas: <\/b><span style=\"font-weight: 400;\">I honestly think they couldn&#8217;t be happier. The partnership announcement was huge, Rocky won the FUT World Championship and the Vitality jersey will appear in FIFA 18! Everyone is satisfied right now and we\u2019re already discussing the future.<\/span><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'book antiqua', palatino, serif;\"><i><span style=\"font-weight: 400;\">Our Kings of the Merch Series is an ongoing series exploring the relationship of and potential for apparel (and merchandise generally) in esports. Previously we\u2019ve spoken to <\/span><\/i><a href=\"https:\/\/esportsinsider.com\/2017\/08\/kings-merch-benoit-pagotto-fnatic\/\"><i><span style=\"font-weight: 400;\">Benoit at Fnatic<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, <\/span><\/i><a href=\"https:\/\/esportsinsider.com\/2017\/08\/kings-merch-nate-jamie-ult-eunited\/\"><i><span style=\"font-weight: 400;\">Nate Eckman at ULT,\u00a0<\/span><\/i><\/a><a href=\"https:\/\/esportsinsider.com\/2017\/08\/kings-merch-laura-rojas-uribe-nip\/\"><i><span style=\"font-weight: 400;\">Laura at NiP<\/span><\/i><\/a>\u00a0<em>and <a href=\"https:\/\/esportsinsider.com\/2017\/09\/josh-chavez-mainframe-kings-merch\/\">Josh Chavez at Mainframe<\/a>.<\/em><\/span><\/p>\n<p style=\"text-align: center;\"><strong><em><span style=\"font-family: 'book antiqua', palatino, serif;\">For those lucky enough to be in the UK next week (September 28th), our next ESI Forum event at Fnatic&#8217;s Bunkr will have a panel discussing the esports and apparel opportunity in depth, from jerseys to streetwear. <a href=\"https:\/\/esportsinsider.com\/news\/esi-forum-series\/\">Find out more and secure tickets here<\/a>.\u00a0<\/span><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Next up in our Kings of the Merch series is Nicolas Maurer,\u00a0CEO at Team Vitality. When it comes to looking the part, Maurer recognised the importance of this long ago and has brought that mentality to his team.\u00a0 Nicolas Maurer, Team Vitality Vitality signed a one year deal with Adidas France at the beginning of &hellip; <a href=\"https:\/\/esportsinsider.com\/2017\/09\/nicolas-maurer-team-vitality-kings-merch\">Continued<\/a><\/p>\n","protected":false},"author":2,"featured_media":8205,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","esi_template":"default","excluded":false,"footnotes":""},"categories":[239,50,55,54,106,237],"tags":[1307,2548,40,2510,2726,600],"class_list":["post-8179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-europe","category-features","category-esports-titles","category-interviews","category-latest-news","category-news-by-region","tag-adidas","tag-apparel","tag-esports","tag-kings-of-the-merch","tag-nicolas-maurer","tag-team-vitality"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.1 (Yoast SEO v24.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nicolas Maurer - Team Vitality - Kings of the Merch<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/esportsinsider.com\/2017\/09\/nicolas-maurer-team-vitality-kings-merch\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nicolas Maurer - Team Vitality - Kings of the Merch\" \/>\n<meta property=\"og:url\" content=\"https:\/\/esportsinsider.com\/2017\/09\/nicolas-maurer-team-vitality-kings-merch\" \/>\n<meta property=\"og:site_name\" content=\"Esports Insider\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-20T16:17:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/09\/Vitality-KingsOfMerch-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1678\" \/>\n\t<meta property=\"og:image:height\" content=\"1119\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sam Cooke\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@esportsinsider\" \/>\n<meta name=\"twitter:site\" content=\"@esportsinsider\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sam Cooke\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/esportsinsider.com\/2017\/09\/nicolas-maurer-team-vitality-kings-merch#article\",\"isPartOf\":{\"@id\":\"https:\/\/esportsinsider.com\/2017\/09\/nicolas-maurer-team-vitality-kings-merch\"},\"author\":{\"name\":\"Sam Cooke\",\"@id\":\"https:\/\/esportsinsider.com\/#\/schema\/person\/271e975e99b433142d49538f28a25605\"},\"headline\":\"Nicolas Maurer &#8211; 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