{"id":3487,"date":"2020-09-30T14:04:44","date_gmt":"2020-09-30T06:04:44","guid":{"rendered":"https:\/\/novelship.com\/news\/?p=3487"},"modified":"2020-12-02T16:01:39","modified_gmt":"2020-12-02T08:01:39","slug":"streetwear-everywhere-gaming-sneaker-collaborations","status":"publish","type":"post","link":"https:\/\/novelship.com\/news\/streetwear-everywhere-gaming-sneaker-collaborations\/","title":{"rendered":"Streetwear Everywhere: Gaming Sneaker Collaborations"},"content":{"rendered":"

Decades ago, no one would’ve fathomed gaming culture to be as big as it is today. Even up till ten years ago, we would’ve never expected\u00a0 \u2018video gamer\u2019 as a viable career option. Yet, in today’s world, some of the <\/span>top gamers earn millions<\/span><\/a>, whether it’s through competitions or streaming gameplay videos on YouTube.\u00a0<\/span><\/p>\n

The Rise of the Gaming Culture<\/b><\/h2>\n

With the gaming culture becoming more widely accepted as the norm and hitting the mainstream, it comes as no surprise that big brands will hop on board to seize those markets in any way they can. Much like any large community, gamers are hardcore in their loyalty. In fact, esports has grown into a multi-million dollar industry, showing similar viewership as traditional sports. According to Newzoo\u2019s 2020 Global Esports Market Report, the total esports audience is expected to grow to 495 million people in 2020. Moreover, <\/span>esports viewership is expected to grow to 646 million<\/span><\/a> by 2023 (351 million occasional viewers and 295 million esports enthusiasts). <\/span>\"Esports<\/p>\n

Committed gamers or even casual enthusiasts love to flaunt their pride for the culture, expressing themselves and their enthusiasm for the culture just like <\/span>sneakerheads<\/span><\/a>. Whether its collectibles or apparel, the gaming community is huge on merchandise. Considering that in the US, the gaming industry was valued at <\/span>$18.4 billion in 2017,<\/span><\/a> a large slice of the pie comes from selling products related to said games.<\/span><\/p>\n

This is exactly why big names in the apparel industry like Nike, Adidas, and Puma dove straight in, collaborating with well-known gaming companies to release exclusive merchandise for the community.\u00a0<\/span><\/p>\n

League of Legends x Nike<\/strong><\/h2>\n
\"Nike

Image via Nike<\/p><\/div>\n

If you’re unaware, League of Legends is one of the most popular online multiplayer games in the world. With players and fans across the globe, the game is known for churning out the all-too-familiar gaming lingo, <\/span>ggwp \u2014 ‘Good Game, Well Played.’ <\/span><\/i>Seizing that tagline, <\/span>Nike has thus collaborated with League of Legends to release their new collection to mark the beginning of the 2020 League of Legends World Championship.<\/span><\/p>\n

<\/p>\n

The collection comes with Air Max 90\u2019s, a high and low top Air Force 1, Air Max 270 React\u2019s, Air Max 2X\u2019s, and a Joyride Dual Run 2. The series of sneakers have a gamified aesthetic, with a pixelated Nike swoosh. They also come in a shiny, metallic colourway, reminiscent of retro games with a purple tint that pays homage to a futuristic, punk look.<\/span><\/p>\n

\"blog_inpost_nike-air-max\"<\/a><\/p>\n

\"Air<\/h2>\n

Nintendo x PUMA\u00a0<\/strong><\/h2>\n
\"PUMA

Image via Puma<\/p><\/div>\n

In early September, Nintendo celebrated the 35th anniversary of its highly popular game Super Mario 64. To pay tribute to the momentous day, the game company collaborated with PUMA and released the Nintendo x PUMA RS-Dreamer ‘Super Mario 64’ sneaker. Priced at US$125, the shoe <\/span>is marked with the Mario colorway, wrapped in red and blue. With a bright red predominately covering the mesh upper, the Super Mario branding can be seen on the tongue tab. The sneaker also has a duo-cushioned ProFoam and RS-Foam midsole.<\/p>\n

Cyberpunk 2077 x Adidas<\/strong><\/h2>\n
\"Cyberpunk

Cyberpunk 2077 x Adidas X9000L<\/p><\/div>\n

To join in on the sneaker and video game collaboration, Adidas announced its new partnership with the video game studio CD Projekt. In preparation for the release of its highly anticipated game, Cyberpunk 2077, they will be releasing the sneaker Cyberpunk 2077 x Adidas X9000L.<\/p>\n