Bugha X Hollister Co announces partnership with a new line of apparel. Bugha also becomes the brands Chief Gaming Scout.
Former World Cup winner, Kyle "Bugha" Giersdorf, joined Hollister Co. as the Chief Gaming Scout. The announcement comes with a clothing drop. Bugha X Hollister was released on October 14 with a graphic hoodie and fleece joggers. The partnership comes as more brands look to enter and merge into gaming.
Since winning the Fortnite World Cup, Bugha has been actively working with companies and brands to enter the gaming space. Hollister joins the list of Bugha's partners including, Xfinity, Nature's Bounty, Chipotle, and Five Below. Additionally, Bugha also works with the charitable organization Gamer's Outreach.
Bugha X Hollister is more than just apparel
The partnership between the 18-year-old gamer, Bugha, and Hollister includes more than just a clothing line. Bugha became the company's Chief Gaming Scout. This is Hollister's first collaboration with a gamer. The two plan to build a program to train fresh rising talent in the space. This series will be available on Bugha's Twitch channel in the near future, according to a press release.
During the program, Bugha and Hollister intend to mentor young gamers, donate to charity on Giving Tuesday, and offer a $10,000 scholarship. The efforts show that Hollister looks beyond simply reaching a new crowd with the hoodie and joggers.
Bugha sounded excited when discussing the partnership, “I'm pumped to act as Hollister’s Chief Gaming Scout and for the release of our gaming apparel collection,” said Bugha. “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!”
For Hollister, the move is about connecting with a younger audience. The consumer landscape constantly changes and the retail company looks to adapt with it. “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,” said Kristin Scott, Global Brand President at Abercrombie & Fitch Co. “We’ve recently been successfully and authentically showing up in the gaming world, particularly with our Fortnite tournament earlier this year – so we’re excited to delve even further into this area through our partnership with Bugha and the launch of Team Hollister.”
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