K-Swiss, an American sneaker brand, has announced a partnership with Los Angeles-based esports organization Immortals to launch a new line of branded sneakers.

The new sneaker, Immortals Icon Knit, features an all-black engineered knit with premium leather and two pairs of laces in teal and black.

“The sneaker design reflects deep collaboration between Immortals professional players and K-Swiss’s world-leading designers. With a sleek, aerodynamic silhouette, the Immortals Icon is designed for superior fit and comfort,” K-Swiss states on the Icon Knit’s product page.

K-Swiss isn’t the only major retail brand looking to ride the esports wave. Fanatics, a global leader for licensed sports merchandise, recently entered into a partnership with Overwatch League, a professional esports league for Overwatch, to sell apparel online and at events.

Additionally, Nike (NKE) reportedly inked a 5-year sponsorship deal with the Chinese League of Legends Pro League (LPL) for $144 million. Similar to Overwatch League deal, the sponsorship will bring Nike apparel and other accessories to the LPL.

More: Immortals x K-Swiss Launch ‘Immortals Icon’ Lifestyle Sneaker
Interesting: Intel and ESL Extend Esports Partnership With $100 Million Investment


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