Hollister appoints Fortnite world champion as chief gaming scout in esports push

Hollister has announced it has appointed 18-year-old professional streamer and esports champion Kyle “Bugha” Giersdorf as its first chief gaming scout.

Giersdorf, the World Cup champion of Epic Games’ battle Royale game Fortnite, will help select talent for the brand’s new gamer training program, marking the first appointment of its kind for the company.

The streamers that are selected by Giersdorf will play for Team Hollister, the retailer’s upcoming esports team, which is expected to launch in November in tandem with livestream platform Twitch.

Each gamer selected for the team will be offered a $10,000 sponsorship along with monthly mentorship from Giersdorf.

The program will involve a series of live-streamed training sessions and a charity livestream in partnership with Giving Tuesday.

Hollister and Giersdorf will release a limited-edition tracksuit in celebration of the new partnership which was voted on by fans on Instagram.

READ MORE: Hollister partners with Xbox to offer customers free Game Pass Ultimate

“I’m pumped to act as Hollister’s Chief Gaming Scout and for the release of our gaming apparel collection,” Giersdorf said in a release

“Working with the team to design custom apparel that I’m truly excited to wear, and that I know other gamers will love, has been a really cool experience.

I can’t wait for everyone to see what else we have in store with this partnership!”

The news comes after luxury fashion brand Balenciaga announced a partnership with Fortnite whereby players could buy digital pieces in-game.

Hollister parent company Abercrombie & Fitch global brand president Kristin Scott added: “We’re always focused on meeting our Gen Z customers where they are, and gaming continues to be a rising area of interest for global teens.”

The limited edition Hollister x Bugha gaming tracksuit is available to purchase on the Hollister site and in select bricks-and-mortar stores.

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