Issue link: https://viewer.e-digitaledition.com/i/1205427
According to the NFHS, 16 states are now involved in official e-sports at the high school level. T he "e-sports" juggernaut con- tinues to gain traction in the world of sports as four major brands recently unveiled prod- uct designed specifically for the unique needs of gamers. First, under the somewhat misleading head- line "HanesBrands Invests in a New Generation of High School Athletes," the company late last year touted the development of apparel for varsity e-sports teams and club play, both of which, it says, are attracting students new to extracurricular activities. Champion is the uniform and fanwear pro- vider of PlayVS, the official platform for high school e-sports competition, and the brand currently outfits hundreds of teams at the high school, collegiate and professional levels. The inclusive nature of e-sports aligns closely with the core values of the brand and is one of many reasons HanesBrands is investing. "E-sports is a co-ed, no-cut sport with no limits to how many teams can form at the var- sity level, allowing an opportunity for anyone to be an athlete," says Tyler Lewison, general manager of teamwear for Champion. "We have aligned with high school e-sports because it has long followed the mantra that anyone can be a champion and, for that reason, there is also tremendous growth potential." According to the National Federation of State High School Associations (NFHS), which part- ners with PlayVS, 16 states are now involved in official e-sports at the high school level, up from eight states during the Spring 2019 season. The size of average teams for partici- pating schools is also growing to a projected 13 players per team this season — and high schools can field multiple teams. Uniforms contribute to the team dynamic, but also are an important aspect of bringing more mainstream acceptance to e-sports. This season many will be wearing a new e-sports jersey designed specifically for the "spe- cial needs" of gamers. The Champion UltraFuse performance shirt features underarm gussets for cooling and lightweight materials that move moisture away from the body. In addition to jerseys, Champion offers a range of team-branded apparel from T-shirts to hoodies to fleeces and more. Next came word that Adidas and Ninja (a gaming Internet sensation guy) have launched their first collaborative product, the Time In Nite Jogger. The Time In was created to "celebrate the hours spent by creators around the world honing and developing their skills" and "investing in your dream and cham- pions the notion that the work it takes to be ready for your moment happens long before that moment appears," says Adidas. The Nite Jogger first debuted in 1980. The collaborative silhouette is designed with Ninja's signature colors, blue and yellow. Next came news that Puma has developed what it calls its Active Gaming Footwear. On sale in the UK and Australia, the sneaker-like socks are designed for indoor and in-arena use for gamers to wear when active in different gaming modes. At a sticker price of $105, the sock has different "modes" — Seek, Attack, Cruise and Defense. Lightweight and grippy, the low-profile sock with a rubber outsole is a performance shoe in the Active Gaming Footwear category and, according to the company, it was developed to help gamers "focus on their game and perform at their best." Meanwhile, Nike has signed an exclusive apparel partnership with global e-sports com- pany T1 Entertainment and Sports, including all of the company's teams and players. Nike will now design all T1 team uniforms, while every athlete on the South Korean outfit's roster will wear Nike footwear and sportswear during competition. The agreement also includes the develop- ment of a new e-sports training facility based in T1 headquarters in Seoul, South Korea, where Nike will devise training programmes designed to improve the performance of T1's professional gamers. Lee Sang-hyeok, T1's star League of Legends player commonly known as Faker, will play a key role in promoting the partnership due to his iconic status and strong personal following. n Champion, Puma, Adidas, Nike develop product for gamers. E-Sports Attracting Big Brands 12 Team Insight ~ January/February 2020 teaminsightmag.com TEAM TRENDS Champion apparel for gamers (far left) creates "a sense of belonging," while Adidas and Ninja partnered for the Time In Nite Jogger. Bottom: The Puma shoe/sock.