/ eSports has gone from an overlooked niche to a powerful market that combines activewear and lifestyle – with anime culture
eSports apparel is no longer limited to logo T-shirts sold at gaming events.
The category has expanded into technical team kits, streetwear capsules, anime collaborations, luxury fashion, and licensed gaming collections. Adidas, PUMA, Li-Ning, Balenciaga, UNIQLO, Von Dutch, Champion, and several regional sportswear brands are now active in the market.
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Asia and South America are driving retail expansion, but success will depend on precise positioning in the value-driven mid-market.
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