Dplus KIA has quietly built one of the LCK’s most diverse merchandise portfolios, extending well beyond the standard competition uniform into lifestyle territory. While the team’s official jerseys handle the on-stage identity, a long-running partnership with New Era — the iconic headwear and streetwear brand — provides the off-stage wardrobe.
The New Era Partnership
Announced in July 2024, the Dplus KIA x New Era collaboration has produced a steady stream of lifestyle products across multiple seasons. New Era, best known for their 59FIFTY baseball caps and NFL/MLB partnerships, brings decades of streetwear credibility to the esports space.
The collaboration has a dedicated section on the DK official shop, signaling this is not a one-off capsule but an ongoing product line. Items have been released in waves throughout 2024-2026, with periodic sales events like the “Mint Friday” promotion in November 2025 offering discounts across the New Era collection.
Product Range
The DK x New Era collection spans several categories:
- Caps and headwear — New Era’s core competency, adapted with Dplus KIA branding. Multiple colorways and styles including snapbacks and fitted caps
- Sweatshirts and hoodies — Co-branded streetwear pieces that blend DK’s esports identity with New Era’s urban aesthetic
- T-shirts — Casual tees with collaborative branding
The collection sits at a price point accessible to fans who want to represent DK without wearing a full competition jersey. This lifestyle layer is critical for organizations looking to build daily-wear brand presence beyond match days.
DK’s Collaboration Strategy
Dplus KIA has been one of the LCK’s most active organizations when it comes to brand partnerships. Beyond New Era, the team has collaborated with:
- KIA Tigers (KBO baseball) — Cross-sport jerseys in 2021, 2024, and 2025
- Catch! Teenieping — Korean animated franchise collab with character-themed uniforms
- Crocs — Footwear collaboration available on the DK shop
- AndaSeat — Gaming chair partnership announced March 2026
This breadth of partnerships reflects Dplus KIA’s strategy of leveraging the KIA automotive brand connection (Hyundai-Kia Group) to attract corporate collaborators that might not typically enter the esports space. The result is a merchandise ecosystem that rivals much larger organizations.
Sportswear Arms Race
The DK x New Era partnership adds another dimension to the LCK sportswear arms race. While T1 works with Goal Studio and Nike, Gen.G has moved from Descente to Musinsa, KT Rolster signed New Balance, and HLE distributes through WILLBE PLAY, Dplus KIA’s approach with New Era targets the streetwear and headwear segment specifically — a niche that no other LCK team currently occupies.
New Era’s presence in esports has been growing globally, with partnerships including G2 Esports in the LEC, making the DK collaboration part of a broader strategy by the brand to establish itself in competitive gaming.
More Dplus KIA Coverage
- Dplus KIA 2024-2026 Uniforms and Cross-Sport Collaborations
- KT Rolster x New Balance 2025 LCK Jerseys
- Gen.G 2026 Official Player Uniform
- T1 2026 Uniform Collection by Goal Studio
- HLE 2026 and DN SOOPers 2026 LCK Uniforms
Where to Buy
The Dplus KIA x New Era collection is available at the Dplus KIA Official Shop with international shipping. Items are also available on Musinsa for Korean buyers.
