INTEGRATING MARVEL INTO ESPORTS

 

HOW DID THIS COLLABORATION HAPPEN?

The Marvel partnerships was birthed from passion, driven by hard work, and perfected by two legacy brands. I creatively pitched ourselves as a natural fit to bring Marvel into the world of competitive gaming with our 20 year history and the “heroes” of our championship winning teams as an embodiment of Marvel values.

MAKING A SPLASH

The goal of the launch campaign for Liquid x Marvel was to make a splash as loud as possible through a network endemic to Team Liquid. This collaboration was first-of-its-kind and the industry took notice.

THE LAUNCH COLLECTION

To bring concept to product, we needed the Team Liquid and Marvel brands to blend in a way that felt authentic to both parties, but was visually striking enough to make the partnership have presence on the esports stage.

“The year long partnership is Marvel’s first in the world of esports”
— Mike Stubbs | Forbes

Trophy Moments

Through meticulous selection of uniform to align with each team and tournament, we placed Marvel at the forefront of some of our biggest moments in competition—laying a narrative foundation for the collaboration.

WATCH THE 1 YEAR ANNIVERSARY VIDEO ABOVE

 

2020 - 2021

NEW YEAR, NEW DIRECTION:

Coming into 2020 I wanted to take a new approach to jersey design for Liquid x Marvel. Team Liquid’s primary 2020 jersey had taken on a new aesthetic, and the collaboration needed an update to match that still brought strong character representation to the stage.

Integrating the core Avengers into the 2020 collection was a huge focus point for the collaboration. We brought Captain America, Iron Man, Thor, Hulk, Black Widow, Spider-Man, Vision, and Scarlet Witch into the fold.