Following on from raising $40m, OverActive Media, the parent company of MAD Lions, Toronto Ultra, and Toronto Defiant, has announced a multi-year partnership with esports apparel brand H4X.
As a result of the partnership, H4X will become the lead apparel partner for OverActive Media’s Toronto Ultra and Toronto Defiant franchises.
RELATED: H4X partners with Nickmercs to launch apparel collection
Alongside the announcement, both franchises revealed collaborative H4X apparel collections which include t-shirts, hoodies, and hats, among others.
Tyler Keenan, VP of Global Partnerships at OverActive, commented: “This is a really exciting time for our organization and our franchises. Building these unique collections with a Canadian lifestyle brand and offering fans high-quality apparel is important.
“Canadian fans have been asking for a local, duty-free solution since the launch of these franchises. This partnership allows for better access for Canadian fans as well as convenient shipping options for our international community.”
Toronto Defiant’s collection, expected to go on sale Thursday, April 15th, will take inspiration from its #RiseTogether and #DefiantForever hashtags, whilst also integrating aspects of Toronto. The launch coincides with the franchise’s Overwatch League season opener on April 17th.
Meanwhile, Toronto Ultra’s apparel range includes the ‘OG tee’, which is a replica of the first-ever t-shirt produced by the team that was never available to the public. The Call of Duty League franchise’s collection is available now.
Cole Gurman, H4X’s CEO stated: “We are thrilled to be able to bring our expertise in design, manufacturing, and creative experiences to this partnership. As a product-driven company that aims to be best in class, we know that both cyber athletes and fans alike will be excited about the meticulous attention to detail that runs deep in our DNA.”
Esports Insider says: It has been a busy month already for both OverActive Media and H4X. The apparel brand, just last week, collaborated with FaZe Clan’s NICKMERKZ, meanwhile, OverActive Media announced that the NHL’s Montreal Canadians has joined its ownership group. The partnership will most likely boost H4X’s brand, especially given the success of Toronto Ultra.
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