Lifestyle & Wellness brands look to win gamers through eSports product partnerships

Today, eSports has moved from niche entertainment to an immersive, competitive, and lucrative world of social sport. 71% of respondents think that gaming is being taken more seriously than ever before, and nearly half of Brits see being a gamer as real career option (Beyond NRG, 2021).

The eSports industry is on track to surpass $1 billion for the first time this year (Statstia, 2021), and lifestyle and wellness brands are looking to capitalise on this growing market opportunity, launching new products and experiences that cater to social and professional gamers. From dedicated wellness supplements to sponsored fashion deals, brands are looking to establish themselves as key players in this sector, building trust and growing new brand communities that inspire loyalty.

UK health and wellness retailer Holland & Barrett has created a new category on its website dedicated to gaming. The brand has started selling an energy supplement from brand ‘Beyond NRG’, which is developed for gamers to enhance cognitive function, improve blood flow, and reduce stress and anxiety.

Ralph Lauren has been appointed as the official outfitter to G2 Esports, one of the leading global eSports and entertainment clubs where some of the best players in the world and biggest personalities in gaming come together. Ralph Lauren and G2 Esports will collaborate in the future on a series of ‘digital-first’ activations on platforms such as TikTok and Twitch, as well as partner on global campaigns and events.



Google opens first permanent store in New York

Lego launches new experiential flagship in New York

Glossier plans to open permanent London store

Sports Direct redesigns London flagship

Ralph Lauren becomes the official outfitter of one of  G2 Esports



Fashion brand PrettyLittleThing will open its first hotel as it moves into hospitality




H&M’s Pride campaign dives into LGBT+ History




Holland & Barrett starts selling energy supplements for gamers

Selfridges opens garden centres within its London, Manchester and Birmingham stores

Walmart invests in drone delivery provider called Droneup

Zalando and Sephora form new partnership in Europe



Image courtesy of Ralph Lauren 

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