ESL FACEIT Group and Champion returned for a second round in August 2024 with the “You Earn It” Collection — an 8-piece merchandise line that builds on their 2023 debut collaboration with sharper designs and a stronger identity. The tagline says it plainly: you do not just wear it, you earn it. It is the kind of statement that works in esports because the audience understands what competitive achievement means, and Champion has the heritage to make the claim carry weight.
The second collaboration came at a time when Champion was actively expanding its esports footprint, having launched the FURIA limited-edition collection just a month earlier. The ESL partnership targets a different audience — tournament-focused fans and Counter-Strike enthusiasts — and the design language reflects that.
The Collection
The 8-piece lineup includes:
- Hockey Jersey — the statement piece, pulling from Champion’s iconic dream team jersey silhouette and recontextualizing it for esports
- Hoodies — heavyweight with merged ESL and Champion branding
- T-shirts — graphic tees featuring Counter-Strike heritage imagery
- Shorts and Sweatpants — athletic bottoms completing the full-kit approach
- Jacket — outerwear rounding out the collection
The design approach merges logos from both ESL and Champion, but the standout element is the incorporation of Counter-Strike heritage graphics. The collection features iconic images from CS, including a chicken originally from CS 1.6 — a deep cut that will resonate with long-time Counter-Strike fans and feel like an inside reference to casual observers. It is exactly the kind of detail that separates thoughtful esports merchandise from generic co-branded product.
The hockey jersey is particularly notable. Champion’s history with dream team jerseys — the oversized, mesh-paneled silhouettes that defined 1990s basketball culture — gets a gaming reinterpretation that works surprisingly well. The format has become increasingly popular in esports apparel, with teams like Sentinels and G2 releasing hockey-style jerseys to strong fan response.
Positioning
The “You Earn It” Collection sits at the intersection of two trends shaping esports merchandise in 2024. First, the move toward heritage sportswear brands entering gaming — Champion, Nike, Puma, and Adidas are all active in the space, each bringing different brand equity. Second, the growing appetite for tournament and culture-focused merchandise rather than just team-specific jerseys.
ESL’s approach is smart. Rather than competing with individual team stores for fan loyalty, ESL positions itself as the competitive platform brand — the stage where champions are made. The Champion partnership reinforces that positioning, and the “You Earn It” messaging ties the merchandise directly to competitive achievement.
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Where to Buy
The Champion x ESL 2024 “You Earn It” Collection is available through:
- ESL Shop (Global) — full collection
- ESL Shop (US) — US-specific storefront
