ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Fashion brands are using esports to try to connect with young shoppers.

Fashion brands are using esports to try to connect with young shoppers. According to Statista, esports’ market size was valued at close to $1 billion in 2018 and in the last year, the fashion industry has been launching more initiatives, from sponsorships to athlete collaborations, to get in on the action. Brands like Adidas, Champion, Foot Locker, and Puma have been creating clothing and gear featuring popular esports teams. Even upscale brand Louis Vuitton has joined in, creating a mobile game of their own. YPulse has been tracking how unexpected brands—including MAC Cosmetics and Bumble—are investing in esports. (Glossy)