The LEC Rebranding Era: MAD Lions to KOI, Rogue to NAVI

The LEC underwent seismic rebranding in 2024-2025, with two franchise slots changing identity in ways that fundamentally altered the league’s merchandise landscape. MAD Lions became Movistar KOI (driven by Ibai Llanos), and Rogue’s slot transferred to Natus Vincere (NAVI). These changes have direct implications for jersey collectors and fans.

MAD Lions → MAD Lions KOI → Movistar KOI

The transformation happened in stages:

2022: KOI (Ibai + Piqué) acquires 60% of Rogue’s LEC spot for €20M
2024: Branded as “MAD Lions KOI” — an awkward dual identity
2025: Rebranded to simply “KOI” / “Movistar KOI” — Ibai announced on stream
2025+: OverActive Media acquires KOI + Movistar Riders, creating a unified Spanish esports powerhouse

For jersey collectors, this means:

MAD Lions jerseys (pre-2024) are now legacy items from a defunct brand
MAD Lions KOI jerseys (2024) are transitional pieces — rare and short-lived
Movistar KOI jerseys (2025+) represent the current, stable identity

Rogue → NAVI (LEC Slot Transfer)

Rogue, the 2022 LEC champion, handed over its slot to NAVI before the 2025 Summer Split. This marked the end of Rogue’s six-year LEC presence and the beginning of NAVI’s European League of Legends chapter.

Rogue merch store — now password-protected, effectively closed
Rogue jerseys — becoming collector items as the brand exits competitive LoL
NAVI LEC jerseys — a new product line for the Ukrainian organization’s fans

What Rebranding Means for Merch

LEC slot changes create both opportunity and loss:

For collectors: Jerseys from defunct LEC brands (Rogue, MAD Lions) gain value through scarcity. No more will be produced, making existing stock the only supply.

For current fans: New brands (Movistar KOI, NAVI LoL) enter with fresh designs and often aggressive pricing to build initial fanbase loyalty.

For the ecosystem: Each rebranding resets the merch relationship with fans, requiring new jersey lines that establish the brand’s visual identity from scratch.