Levi’s an American brand, marks its first Esports partnership in the US by signing deal with NRG Esports.
Levi’s has taken a biggest step into gaming by signing a deal with NRG Esports there by marking its entry into Esports in the U.S.
Through this deal, Levis will center on the iconic jeans brand outfitting. The NRG players and streamers with its garb, as well as co-branded content projects.
Levi’s will have a presence at NRG’s Hot Pockets Castle gaming headquarters in LA. Now there will be a style lounge that incorporates the jeans brand and lets visitors personalize their apparel. NRG will create a content series displaying NRG influencers living out a typical day in their life while wearing Levi’s products. This co-branded content will appear across NRG’s YouTube and Twitch channels along with the other platforms.
Levi’s, the American brand couple of international partnership. Those include one with the DACH Prime League of Legends competition in Europe and another one with the U.K.-based university esports organizer The NUEL. Levi’s also did a collaboration with Nintendo around its famous video game characters.
Levi’s VP/Marketing Stacy Doren commented “Levi’s have become such an important part of today’s youth culture, and with NRG being one of the biggest players in that space, they were an ideal partner to help bring Levi’s into the world of gaming.”
NRG President Brett Lautenbach commented that Company Executives “wanted to work with Levi’s for a long time.” NRG owns the San Francisco Shock of the Overwatch League, Optic Chicago of the Call of Duty League and also competes in Valorant and Rocket League. Other partners of NRG include Hot Pockets, Popeye’s, T-Mobile, Turtle Beach, and Mountain Dew Game Fuel.