Esports merchandising company We Are Nations has signed a licensing agreement with UMV, a gaming lifestyle and esports producer.
Apparel and other items from the ULT line will be pushed out by We Are Nations to North American retailers. The brand will also launch in Europe, and other global sales and distribution options will be explored. Financial terms for the deal were undisclosed.
“Our licensing partnership with We Are Nations represents a major milestone for the ULT brand, in that it’s our first outbound license we have granted,” says Chriss Mann, chief executive officer, Ultimate Media Ventures. “As a core pioneering gaming lifestyle brand, ULT is committed to creating long-term brand value for the gaming and esports lifestyle category and will do so through collaborations and partnerships both within and outside the industry. We are thrilled to be working alongside the team at We Are Nations and have our sights set on international growth and expansion into an even larger consumer base.”
UMV has also been named We Are Nations’ marketing agency. It will continue to promote items from both companies.
“Nations firmly believes that the esports industry thrives on the idea of playing well together, and we are extremely excited to partner with UMV to help expand their lifestyle brand around the world,” says Trenton Pierson, senior vice president, strategy, We Are Nations, who will lead the project from his company’s side. “At Nations, we have always believed that success in esports merchandising would be less about reacting to production orders, and more about actively building brands.”