Fulllife: The French Brand Reshaping European Esports Fashion

In just four years, Fulllife has gone from a startup in Biarritz to the dominant force in European esports apparel. Founded in 2020, the French streetwear brand has secured kit partnerships with four of Europe’s most prominent esports organizations, fundamentally changing how the continent’s teams approach merchandise.

As of 2026, Fulllife manufactures jerseys for:

G2 Esports — since the 10th Anniversary collection in 2025
Fnatic — official Pro Kit partner since 2025
Karmine Corp — multiple editions per year since 2025
Team Vitality — two-year kit deal starting 2026

This concentration of top European teams under one manufacturer is unprecedented in esports.

The NanoMatter Fabric

Fulllife’s competitive advantage centers on their proprietary NanoMatter fabric, a 100% recycled polyester material manufactured in Portugal. NanoMatter combines environmental consciousness with premium performance, offering breathability and comfort that matches or exceeds traditional sportswear brands.

The Portuguese manufacturing is a deliberate choice. While most esports jerseys are produced in China or Southeast Asia, Fulllife’s European supply chain allows for higher quality control, faster iteration, and a “Made in Portugal” label that carries prestige in the fashion market.

The Fulllife Model

What distinguishes Fulllife from traditional kit suppliers (like hummel or PUMA) is their fashion-first philosophy. Co-branded jerseys are priced around EUR 85, higher than the industry average, reflecting a premium positioning that treats esports jerseys as fashion items rather than generic sportswear.

Each team’s jersey is designed as a distinct fashion product with its own visual identity, not a template with different logos. This approach has resonated with fans who are increasingly willing to pay more for jerseys that work as streetwear outside of gaming contexts.

Esports World Cup

Fulllife expanded beyond team partnerships to event-level deals, partnering with the Esports World Cup for the second consecutive year in 2025. This event-level presence gives the brand visibility beyond its team roster, positioning Fulllife as the standard for premium esports apparel globally.

The Impact

Fulllife’s rise has influenced how teams think about kit partnerships. The previous model — signing with a traditional sportswear brand for credibility — is being challenged by Fulllife’s proof that a specialized esports apparel brand can deliver better results. hummel’s loss of Team Vitality to Fulllife in 2026 is the clearest signal of this shift.