E-sports Merchandise Reboot: Influencer Collabs & Capsule Collections
Andbox
Andbox
ROLE
TEAM
CLIENT
UX Research, Product Development
Product Development, Marketing
Capsule 1: 4 mos; Capsule 2: 3.5 mos
TIMELINE
OBJECTIVE
​Launched as a lifestyle brand for NYC gaming fans of Andbox's Overwatch, Call of Duty, and Valorant teams, Andbox was experiencing slow sales and needed to increase engagement on social media platforms popular among gamers, such as Twitch and Discord. Our goal was to boost sales and gain more immediate attention on social media by collaborating with well-known gaming influencers and creating capsule collections to increase demand.
PROJECT
UX research with user personas, product development assets including capsule collections and influencer collaborations, social media content, print collateral, and platform-specific assets for Twitch and Discord – all maintaining consistent branding and messaging for the gaming community.
PROBLEM STATEMENT
How can we leverage NYC gaming culture and influencer partnerships to create a shopping experience that drives both engagement and sales?
SUCCESS METRICS
ACCELERATED SPEED TO MARKET
We reduced speed to market by 55% by focusing on smaller collections allowing for domestic production and a mix blank items
to custom apparel.
9 MOS
4 MOS
TRADITONAL
COLLECTION
CAPSULE
COLLECTION
INCREASED SELL-THROUGH %
20
30
40
50
60
70
80
90
100
0
TRADITONAL
COLLECTION
CAPSULE
COLLECTION
We increased sell-through from 35% to 81% by using capsule collections to focus on:
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Fewer, focused pieces
-
Limited availability
-
Targeted marketing
-
Faster trend response
-
Reduced overstock
KEY ACHIEVEMENTS
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Capsules were 78-85% sold through within 2 weeks of launch
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Limited edition merch items sold out within 6-8 hours of launch.
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Increased speed to market from 3 months to 4 weeks.
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Succeeded in low to no inventory levels for each capsule collection
-
Increased customer engagement by 15%
1. RESEARCH
-
Market Research
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Product Definition Survey
-
Personas
2. CONCEPT
-
Background / Insight
-
Logo Development
-
Concept
3. DEVELOPMENT
-
Selected Product
4. LAUNCH
-
​Launch Concepts
5. CONCLUSION
-
Success Factors
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Challenges
RESEARCH
Esports Fashion: Leader Analysis
I reviewed organizations that excel in apparel quality, design, and marketing, treating their clothing lines as fashion brands rather than merchandise, helping them succeed in the broader apparel market.
FaZe Clan
BACKGROUND:
FaZe Clan is a leading e-sports and entertainment organization founded in 2010. Starting as a Call of Duty YouTube channel, it is now a global brand encompassing competitive gaming, content creation, and lifestyle products. FaZe Clan is known for its strong social media presence, influential role in gaming culture, and expansion into mainstream entertainment and fashion. In 2022, it was the first e-sports organization to go public on NASDAQ.
STRENGTHS:
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Wide recognition, even among non-gamers
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Diverse product range from casual wear to more fashion-forward items
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Strong social media presence and influencer marketing
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Collaborations with major brands (e.g., Manchester City, Nike)
-
Appeal to younger demographics
WEAKNESSES:
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Brand image sometimes associated with controversy due to past incidents
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Balancing "gamer" identity with broader lifestyle brand aspirations
-
Maintaining quality across a large product range
100 Thieves
BACKGROUND:
100 Thieves is a premium lifestyle brand and e-sports organization founded in 2017 by former Call of Duty pro Matthew "Nadeshot" Haag. Based in Los Angeles, it's renowned for high-quality apparel drops that often sell out in minutes, and fields competitive teams in games like League of Legends and Valorant. With celebrity investors including Drake, 100 Thieves has successfully bridged gaming culture and mainstream fashion, becoming a leading name in both e-sports and streetwear.
STRENGTHS:
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High-quality, limited-edition drops that create hype and exclusivity
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Streetwear-inspired designs that appeal beyond just gaming audiences
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Strong brand identity and aesthetics
-
Celebrity co-owners (like Drake) adding to brand appeal
WEAKNESSES:
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Limited availability due to the drop model can frustrate some fans
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Higher price point compared to traditional e-sports merchandise
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Focus on streetwear may not appeal to all gaming fans
G2 Esports
BACKGROUND:
G2 Esports is a leading European e-sports organization founded in 2015 by former pro gamer Carlos "ocelote" Rodríguez Santiago. Based in Berlin, G2 fields top teams in games like League of Legends, CS:GO, and Valorant, with particular success in European League of Legends. Known for its bold marketing, innovative content, and strong social media presence, G2 has expanded into lifestyle branding with popular apparel lines. The organization's success has attracted major partnerships, establishing it as a prominent global e-sports brand.
STRENGTHS:
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Growing reputation for stylish, wearable designs
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Strong European market presence
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Successful collaborations with fashion designers and brands
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Balance between gaming-specific and lifestyle apparel
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Innovative designs that stand out in the e-sports apparel space
WEAKNESSES:
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Less established in the North American market compared to 100 Thieves and FaZe Clan
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Brand recognition outside of Europe may be lower
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Smaller product range compared to some competitors
Team Liquid
BACKGROUND:
Team Liquid is a leading international e-sports organization founded in 2000. Originally a StarCraft community website, it has evolved into a major force in competitive gaming with top teams in games like Dota 2, League of Legends, and CS:GO. Based in the Netherlands with a strong North American presence, Team Liquid is known for consistent performance across multiple titles, professional management, and expansion into content creation and merchandise. Backed by significant investments, it has become one of the most valuable brands in e-sports.
STRENGTHS:
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Long-standing reputation in e-sports; credibility to their apparel line
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Wide range of products and price points
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Strong partnerships with major brands (e.g., Marvel, Honda) for unique collaborations
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Consistent brand identity across their product lines
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Global fanbase due to presence in multiple e-sports titles
WEAKNESSES:
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Less fashion-forward compared to brands like 100 Thieves or G2
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Balancing between traditional e-sports merchandise and more lifestyle-oriented apparel
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Perceived as more "gamer-centric" limiting broader market appeal
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Less reliance on the "drop" model, may reduce hype and exclusivity
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Competing priorities between apparel and other product lines (e.g., gaming peripherals)
KEY TAKE-AWAYS FOR LINE DEVELOPMENT
INFLUENCER PARTNERSHIPS
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Collaborate with rising gaming influencers, not just established pros
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Create signature lines with popular streamers or content creators
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Leverage micro-influencers for authentic, grassroots marketing
DATA DRIVEN PRODUCT DEVELOPMENT
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Use customer feedback and sales data to inform new designs
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Implement quick turnaround times to capitalize on trends
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Continuously iterate and improve based on performance metrics
LIMITED EDITION DROPS:​
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Create scarcity and hype with limited releases
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Develop a consistent drop schedule to build anticipation
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Ensure each collection tells a story or has a unique theme
RESEARCH
Consumer Preferences Survey
We conducted market research on consumer preferences for apparel and merchandise. Our 10-question survey examined product fit, quality, brand perception, and competitor analysis.
We gathered responses from 35 participants through email and Discord platforms. The findings informed our product development and marketing strategies, providing valuable insights to guide design decisions, refine our brand identity, and better meet consumer needs.
RESEARCH
E-Sports Fan Personas
INFLUENCER: CDNTHE3rd
CONCEPT
Background and Insight
CDNthe3rd, professionally known as Ceez Noriega, initially gained prominence as a Fortnite player before transitioning his focus to Valorant during our collaboration.
Recognized for his positive attitude and authentic persona, we focused on incorporating these key attributes into his capsule collections. With a substantial following of 2 million on Twitch and over 1 million on YouTube, Ceez played a pivotal role in expanding Andbox's presence within the Tri-state area.
CONCEPT
Origins and Evolution:
Logo Implementation
CEEZ' LOGO ORIGIN
Ceez has built his streaming empire around a channel named "The Viewage." This wordplay on "viewership" emphasizes the community-driven nature of his content.
Ceez's logo, a stylized "+" sign is reminiscent of a battery's positive terminal and is a powerful visual metaphor for his brand.
LOGO INTEGRATION
In our collaboration with CDNTHE3rd (Ceez) and Andbox, we merged Ceez's iconic "+" symbol with the Andbox logo.
This creative process aimed to produce a unique visual identity that would resonate with Ceez's fanbase while aligning with Andbox's brand aesthetics.
CONCEPT
Theme Creation: Tri-State After Dark
This concept captured CDNTHE3rd's (Ceez) connection to his Tri-State audience and late-night gaming culture.
​​​
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Ceez Emotes: Ceez's specific avatars used when he is gaming.
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Graffiti / Street art: Exemplifying NYC and New Jersey street artists and their vibe.
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Cityscape at night: To allude to NYC's nighttime atmosphere.
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Acid Trip: A graphic design trend that ties in nicely with our concept.
Ceez' emotes
cityscape
gradient /
acid trip
street art /
graffiti
PANTONE 19-0303 TCX
CYMK 0 0 0 0
RGB 255 255 255
HEX 321F20
PANTONE 18 -1655 TCX
CYMK 11 100 97 3
RGB 190 30 45
HEX BE1E2D
PANTONE 14-0852 TCX
CYMK 3 13 11 0
RGB 239 222 216
HEX EFDED8
DEVELOPMENT
Selected Product
TEXT PRINT
Design inspired by an image of layered graffiti, which led to the creation of an all-over print. This approach allowed us to incorporate multiple text elements and graphics into a single, cohesive design.
IMAGINE
YOU GOTTA
WATCH
Reference to
watching
The Viewage
VIBRATION
Ceez values vibes and feelings, emphasizing emotional states
ONWARD AND UPWARD
Andbox's Overwatch team NYXL (New York Excelsior) is named after NY's motto "Excelsior" (Ever Upward)
ANDBOX
LOGO
CEEZ
LOGO
MANIFESTASM
manifesting and the positivity of believing
UNDADA
Lift up or elevate in
Sanskrit
artwork in repeat at 45 degrees
EMOTE PRINT
We ultimately decided to proceed with an emote-based print design rather than the text-centric option.
The emote-focused design captured the energy and personality of Ceez's streaming brand, resonating more strongly with his audience and better representing the collaboration between Ceez and Andbox.
CEEZ BOMBER JACKET
iteration 1
Andbox logo tape
The original design featured a logo patch on the back with Andbox logo tape. However, after an internal review and consultation with Ceez, we opted to replace these elements with a large embroidered Ceez logo on the back of the garment.
iteration 2
We added a red hood based on feedback from Ceez, who loves wearing hoodies. This addition provided a unique element for this garment. After receiving the first sample, we reduced the size of the embroidery.
ONWARD
AND UPWARD
VIBRATION
red hood with
embroidery
final design
revised embroidery
from black to red for better visibility
small embroidery
instead of patch
LAUNCH
CDNTHE3rd Launch Concept Explorations
Below is a reimagined approach to Andbox's CDNTHE3rd Launch, exploring alternative visual directions and design solutions. This personal project was created independently and not part of the official project.
BILLBOARD
Overlapping elements and varied typography sizes to ensure key information stood out at a distance
BROCHURE
Combining a graffiti background with clean typography to capture the collection's street-meets-gamer aesthetic.
SHOWCASE CARD
Ceez Hooded Bomber showcase card with a muted background to make the vibrant red accents pop.
DIGITAL BANNER
Asymmetrical layout for visual interest and triptych image of the model to add a dynamic element.
INFLUENCER: SBB
CONCEPT
Background and Insight
Jong-ryeol "Saebyeolbe" Park, also known by his in-game alias "SBB," was a pivotal member of Andbox's Overwatch team and widely acclaimed as one of the world's premier Tracer players.
Park's signature collection played a crucial role in enhancing the fashion appeal and visual identity of Andbox's New York Excelsior (NYXL) team. The collection introduced new product categories and appealed to a more fashion-forward audience, effectively bridging the gap between esports and streetwear culture.
CONCEPT
Creating SBB's Logo and Lockup
SBB's HANDWRITTEN LOGO STRATEGY
We chose to use Saebyeolbe's (SBB's) signature as his logo to give an organic, approachable look and feel to his personal brand.
By using SBB's actual signature, we created a logo that was genuinely unique to him, reflecting his personality and individuality. Unlike more polished, corporate-style logos, the handwritten aspect gave a sense of accessibility and relatability to SBB's image.
LOGO LOCKUP
logo stacked
logo linear
SBB
main label
SBB
hangtag
CONCEPT
SBB Cherry Blossoms
In Korean culture, cherry blossoms symbolize purity, beauty, and the fleeting nature of life. They also represent love, joy, and optimism, mirroring SBB's upbeat personality.
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Cherry blossom festivals in Korea typically occur between late March and early May, a timeframe we aimed to align with for our capsule collection launch.
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This concept not only connects with SBB's heritage but also with the Overwatch universe. In the game, Hanamura, a village known for its spring cherry blossom festival, serves as the ancestral home of the Shimada ninja clan.
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By incorporating cherry blossom themes into SBB's collection, we created a link between his Korean roots, his positive character, the game's lore, and the season of renewal.
We ensured that SBB's color palette aligned with the team colors of NYXL, Andbox's Overwatch team
HANUMARA:
A fictional Japanese village in the Overwatch game, known for its cherry blossom festival and as the ancestral home of the Shimada ninja clan
GENJI
Cybernetic ninja in Overwatch, Hanzo's brother and former Shimada clan member.
HANZO:
Overwatch hero, master archer, and former Shimada clan leader.
PANTONE 19-3932 TCX
HEX 2E344A
PANTONE 18-3949 TCX
HEX 2856E1
PANTONE 19-3911 TCX
27272A
PANTONE 15-2215 TCX
HEX DF6DA6
PANTONE 12-2102 TCX
HEX F5DADF
DEVELOPMENT
Selected Product
CHERRY BLOSSOM ART
We aimed to create a versatile cherry blossom graphic inspired by origami and folded flowers. After multiple iterations with the design team, we developed a final design with intricate line-work and distinct color separations, blending digital artistry with the delicate beauty of cherry blossoms.
SBB CANDLE
Candles are not common in e-sports merchandise. This unique product idea allowed us to expand our customer base and we immediately set ourselves apart from competitors in the crowded e-sports merchandise space.
SBB FRAGRANCE
As with candles, fragrances are also unexpected within e-sports merch. The introduction of a premium scent elevated our brand image, associating it with luxury products rather than just gaming gear.
SBB DENIM JACKET
Our creation of a high-quality denim jacket featuring intricate embroidery allowed us to reach premium customers and position ourselves as a high-end esports brand.
SBB HOODIE
initial artwork
We moved SBB's signature to
the front of the garment
We replaced SBB's signature with his name written in Korean.
LAUNCH
SBB Launch Concepts
​
A reimagined approach to SBB's Launch, exploring alternative visual directions and design solutions. This personal project was created independently and not part of the official project.
IG POST
FOCUS:
-
Cohesive Design: Maintaining navy and pink color scheme across all posts.
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Consistent Motif: Using cherry blossom imagery, tying products to SBB's Korean heritage and the collection's theme.
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Launch Strategy: Building anticipation with a launch date announcement to drive engagement.
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Visual Hierarchy: Balancing text and imagery effectively to ensure key information stood out while maintaining aesthetic appeal.
SBB x ANDBOX WEBSITE PAGE
FOCUS:
-
A vibrant navy, black and pink color scheme, accented with cherry blossoms to create a visually compelling experience.
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A background section for viewers to dive deeper into SBB, Korean heritage, cherry blossoms, and their connection to Overwatch and gaming.
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The limited edition bomber jacket presentation to exemplify exclusivity marketing.
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Featuring two CTA buttons: one for users to sign up for launch information, and another offering a 10% discount to email subscribers.
CONCLUSION
Andbox's Creator Collections
Our influencer capsule collections demonstrated remarkable success, surpassing initial projections in terms of both sales figures and brand engagement.
By partnering with carefully selected esports influencers we created highly sought-after, limited-edition product lines that resonated with our consumer.
Success factors:
-
Authentic Collaborations: By involving influencers deeply in the design process, we ensured that each capsule genuinely reflected their personal brand and gaming persona.
-
Cross-Platform Marketing: Leveraging both traditional social media and gaming-specific platforms (e.g., Twitch, Discord) allowed us to reach a broad yet targeted audience.
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Limited Availability: Creating scarcity through limited production runs drove urgency and exclusivity, contributing to rapid sell-outs.
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Quality and Uniqueness: High-quality materials and unique designs that went beyond simple logo placements set our capsules apart from standard esports merchandise.
Challenges:
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Production Scalability: The unexpected demand for certain capsules led to stock shortages. In future, we would need more flexible production capabilities.
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Balancing Exclusivity and Accessibility: While scarcity drove sales, it also led to fan disappointment. Finding the right balance is crucial for maintaining positive brand sentiment.
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