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Cloud9 partners with The Smurfs on apparel collection

North American esports organisation Cloud9 has partnered with IMPS, the license holder for the Smurfs franchise.

As a result, Cloud9 will launch a new apparel collection influenced by the term ‘smurfing’. The collection will include hoodies, t-shirts, and jerseys, as well as accessories. 

Image credit: Cloud9 / The Smurfs

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Cloud9 has also collaborated with two well-known World of Warcraft players, Venruki and Ziqo, to further promote the collaboration. The range of Smurf-inspired clothing and accessories is available in the Cloud9 internet store and includes an official Cloud9 Smurf hat. 

Cloud9 noted in a release: “With its matching colours and sense of fun, Cloud9 and The Smurfs partnered in hopes to strike feelings of joy and nostalgia with fans as the collaboration pays homage to a childhood classic, The Smurfs, and C9’s history of smurfing in their competitions.”

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Alongside announcing a new apparel collaboration, Cloud9 recently partnered with Serena Williams and broadened its partnership with Kingston FURY.

Moreover, the esports organisation is not the first to partner with cartoon characters for a clothing line. In the last 12 months, Team Liquid partnered with Naruto and Team Vitality teamed up with Adidas on Dragon Ball Z sneakers.

Esports Insider says: Cloud9 has embraced the memes and jokes by officially partnering with The Smurfs and, unsurprisingly, the two companies make a perfect fit. That’s partly because of the identical colour schemes, and partly because of the well-incorporated Smurf branding in the new collection.

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One of the leading esports industry focused platforms worldwide. We feature the latest news stories alongside opinion pieces, and interviews with those making waves in esports business. We publish across social channels, and have a twice weekly newsletter, the ESI Dispatch. We also operate The Esports Journal, an industry focused magazine (Print & Digital).

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