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Team Liquid has secured a partnership with Epic Games’ flagship title Fortnite. The partnership will birth the creation of artworks and apparel by both parties, with the inclusion of Team Liquid players designing some of the collections.
This is the North American organization’s first Fortnite-focused partnership with Epic Games. It is, however, not the franchise’s first introduction to the apparel and merchandising space. In 2021, Team Liquid collaborated with the anime series Naruto Shippuden to design and develop different collections.
The partnership will also include a jointly designed custom Creative Mode map and Twitch assets by both brands, as explained by the Chief Business Development Officer of Team Liquid, Mike Milanov.
Milanov, in a post on LinkedIn stated that the franchise is the first esports team to explore apparel with Fortnite. He also commended the team for their dedication and constant problem-solving initiatives that saw them round the project up in two years.
“We are launching a global collab with original artwork, Team Liquid co-branded Apparel & our athletes designing a part of the collection featuring their favorite legacy skins. This will launch globally across three continents, includes a Creative Mode map featuring our 6 athletes and 6 horse manes in our logo with individualized mini games which will show up on Twitch across owned and operated broadcasts along with awarding scores!”
These limited edition merchandise releases are not entirely new, as they are common practice in the North American esports scene. With brands like 100Thieves, FaZe Clan, and Team Liquid having made branded merch ranging from apparel to hardwares, an example is FaZe’s partnership with Ducky Keyboards.
Brazilian commercial infrastructure expansion
Having achieved good success in its commercialization in North America, Team Liquid looks to expand its commercial infrastructure in Brazil. The franchise will open a dedicated e-commerce platform on June 24th, and the store will be led by its Fortnite-focused new apparel collection as its flagship product. The store will also depend on local vendors for official production and general logistics.
The expansion in Brazil has been discussed and planned for over a year. Earlier this year, Milanov in a YouTube video revealed that a new platform would be launched in 2022.
In a press release, Milanov reinforced the organization’s commitment to fan experience, as the franchise promises to continue to build and invest in creating great experiences for fans in the region.
He said;
“Over the years, we have been investing heavily into infrastructure locally and are proud to finally unveil our digital storefront. We will continue building and investing into this fan experience over time as Team Liquid grows in the region.”
With Brazil being the third biggest esports market in the world, Team Liquid entered the scene in 2018. The franchise started with participation in Rainbow Six Siege and Free Fire but over time expanded to also competing in other esports titles like Valorant and Fortnite in Brazil.
The Brazilian dedicated e-commerce platform is proof of the organization’s strategy of making the scene its priority market for 2022. While the organization expands its commercial infrastructure in Brazil, other Team Liquid stores across North America and Europe will be getting revamped.
Team Liquid also looks to erect a training facility in São Paulo, in accordance with the franchise’s pattern in its Utrecht and Santa Monica venues. The organization also intends to participate in the biggest Brazilian gaming event, the Brazil Game Show, in October 2022.
