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Hollister has named its first-ever “gaming scout” as it leans deeper into its esports strategy.

Oct 18 2021

Hollister has named its first-ever “gaming scout” as it leans deeper into its esports strategy. Fortnite World Cup champion Kyle “Bugha” Giersdorf has earned the title as Hollisters first “gaming scout” as he helps the brand select talent for Team Hollister, a new gaming training program kicking off next month with Twitch. The program features a series of livestreamed training sessions (plus a charity livestream on Giving Tuesday), and each streamer will score a $10,000 sponsorship from Hollister and mentorship from Bugha. A limited-edition sweat set is also dropping, featuring sweats with massive pockets that encourage snacking while streaming, a roomy hood to fit a gaming headset, and an emblem of Bugha’s pug Zoey on the hoodie along with a message in morse code that reads “Code Bugha” on the sleeve. Gamers are some of the most popular online creators among Gen Z and Millennials, and Hollister’s new program signals how non-gaming brands are continuing to incorporate a gaming/esports strategy into their mix to engage with young people. (Ad Age)