Snipes, the German-based sneaker retailer, has picked e-sports as a marketing vehicle, leading to multiple investments over the summer. In July it became the official fashion retail supplier for the ESL, the global e-sports organization. They will jointly create a co-branded apparel range and Snipes will supply clothing for some ESL One tournaments. The agreement allowed Snipes to have a store at the Gamescom fair in Cologne as well as presenting rights in players' lounges. The company explains that its community is connected to the gaming culture, as well as skating, BMX, dance, music and street art. At Gamescom in August, the retailer unveiled a three-year partnership with Mousesports, a Berlin-based e-sports team. The two parties created a range of official team apparel and a co-branded range of streetwear. The Deichmann-owned retailer with stores in eight European countries previously partnered with personalities such as Snoop Dogg and French Montana, and it has been involved with urban sports activities such as basketball and BMX.

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