FILA becomes a partner of Ninjas in Pajamas

Swedish esports organization Ninjas in Pajamas has announced a partnership with sportswear brand FILA. As part of the deal, the parties will collaborate on a merchandise collection that includes a new jersey for the club's squads.

Hicham Chahain, CEO of Ninjas in Pajamas: "FILA is truly an iconic sports and entertainment brand. We are inspired by their elite heritage, heroic athletes and spirit of reinvention. Ninjas in Pajamas is thrilled to join FILA as they engage with younger audiences and emerging industries such as esports. We are proud to be a guiding force as FILA explores the use of technology to create transformative experiences."

Previously, the FILA brand has already collaborated with eSports clubs. In particular, in 2019, the company collaborated with the North American organization Counter Logic Gaming. Now the brand is looking to establish itself in the esports scene by allying with one of the world's leading organizations.

Luca Bertolino, Head of Global Strategic Marketing at FILA: "With their million-plus and growing fan base, it's been extremely exciting to work with Ninjas in Pajamas. Together, we're testing new ways to connect esports and sportswear."

FILA becomes the Swedish esports organization's ninth partner, joining gaming brand Razer, betting company Betway and English football club Leeds United, among others.

It is unclear when the new kit will be unveiled. However, the official announcement on the organization's website hints at the imminent joint release of Ninjas in Pajamas x FILA.