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e behind the meme-aggregating Instagram account Fu
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As we mentioned earlier, different activities demand different types of designs: “Sport category plays an important role in the development and shape Nike Air Max Zero Womens of the last. For runners,K-Swiss has teamed with an esports team called Immortals, which competes in tournaments for games like Counter Strike, Overwatch, Dota 2, and (hell yeah) Super Smash Bros. K-Swiss reworked the brand’s Kompass silhouette, a shoe head-scratchingly similar to the Adidas Ultra Boost with a slim mesh upper, attached cage, and foam sole. The first shoe, releasing in December, will just be recast in Nike Roshe Run Femme Immortals’ team colors  ("cyan" and black), but Buchanan says K-Swiss will release a shoe engineered to elevate gamers’ performance next year. As part of the design process, K-Swiss designers will shadow the Immortals at their training facility to monitor how members of the team move while playing.Do they, like, tap their feet?They do, Buchanan says, but there’s a bit more Nike Air Vapormax Femme to K-Swiss’s process: players have complained Adidas Superstar Mujer that their feet got hot during matches, and they travel a lot, so they want something that’s comfortable. But isn’t a shoe that keeps you cool and comfortable...most shoes? And, unlike in baseball, football, and basketball, viewers don’t even really see the shoes worn by players while tuning into esports, limiting an esports shoe’s marketing potential. So,  what’s in it for K-Swiss here?

A hell of a lot of potential new customers. Research firm Nike Air Max 97 Femme Newzoo projects that the esports audience will grow to 380 million people by the end of this year. And make all the jokes you want about people playing video games competitively, but it’s entirely possible we’ll be cheering on our country’s best gamers in the 2024 Olympics.
K-Swiss considers itself a challenger to established brands like Nike and Adidas, so it’s looking for audiences that the larger companies aren’t even going after. Immortals Adidas ZX 750 Donne are the first esports team to land a shoe deal, and the brand is tapping into other subcultures, too, partnering with entrepreneur (and Youtuber) Gary Vaynerchuk, the sisters behind the sunglasses brand Coco & Breezy, and Elliot Tebele, who is, yes, the Nike Air Vapormax Femme dude behind the meme-aggregating Instagram account FuckJerry. “It's what's happening in the culture,” Buchanan says. “Growing up people thought Adidas ZX Flux Donne] they had to dunk a basketball and now people want to be a boss,” pointing out that it’s not just physical feats that people look to replicate but ones made in boardrooms, or esports arenas.The internet has created so many more nooks and crannies for influencers to crawl out of. You don’t have to be hitting threes on national television to reach an audience—now you can give business tips via Youtube, post memes on Instagram, or play video games for a living.

“Just like music and traditional Nike Air Presto Femme sports, esports has fans that want to be like their favorite player,” Buchanan says. There’s almost no doubt that fans desire to emulate the gamers they watch extends to their clothes. The Verge notes that one esports team, 100 Thieves, cranks out gear that looks, and sells, like streetwear—and everything on the team’s site, from camo hoodies Nike Air Max 90 Dam to graphic logo tees, is sold out right now. Immortals, too, sell out of jerseys, and some fans even buy replicas of their favorite player’s specific gaming chair.So even though gamers might not need performance shoes the way athletes in other sports do, creating one is still a savvy marketing move by K-Swiss. Videos of Immortals competing in tournaments show the team on stage in the middle of an arena cut with images of fans cheering like at any other sporting event. (173,000 people showed up for the most well-attended esport event, in Poland last year.) And even if fans can’t see the shoes Nike Air Max 2017 Mujer when they’re watching the tournament, there are other ways for the players to promote them.
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