The Berlin streetwear and sneaker retailer Defshop has been the new outfitter and full-service partner of the German e-sports organization Focus since October 1st. As part of the cooperation, “the implementation of various collections in the area of ’team wear’ as well as classic streetwear is planned,” the e-commerce specialist announced on Tuesday. Focus is “one of the leading gaming organizations in Europe” and knows how to “skillfully link the virtual world with the lifestyle approach of the real world,” explained Defsport.
Def Group CEO Franco Lucà explained the reasons for the partnership: “E-sports have become an integral part of the lifestyle segment and are of just as great interest to our customers today as rap music,” he explained in a statement. “We are therefore pleased to have found a successful partner in Focus with whom we can jointly offer some great promotions for our communities.”
Dennis Andreas Nirtl, the founder and managing director of Focus, also emphasized the advantages of the cooperation: “We are pleased to have found a strategic partner in Defshop who shares our mindset and understands our common target group. Two great brands come together here to offer added value for gamers and Focus fans,” he explained.
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