TORONTO, ONTARIO – April 13, 2021 – OverActive Media (OverActive) and H4X (pronounced “Hacks”), a leading esports lifestyle brand, have announced a new multiyear partnership. H4X, Canada based contemporary fashion brand rooted in esports, will become the Lead Apparel Partner of the Toronto Ultra and Toronto Defiant.
Both franchises have just released a Spring/Summer ’21 collection: the recently crowned Call of Duty defending champions, Toronto Ultra’s lineup will feature the launch of its OG tee, a replica of the first ever t-shirt produced by the team and never available to the public. As well, in limited numbers, everyone’s favourite camo is making an appearance in its signature tee. To round out the drop, fans will also have their choice of a “Strength in the North” feature hoodie, and signature hat.
Toronto Defiant has taken inspiration from both its #RiseTogether and #DefiantForever hashtags integrating both as well as Toronto city features across its lineup including: Rise Together hoodies, Defiant Forever tees, Toronto Defiant dad hats, identity masks, and unity masks.
Both collections bring product innovation to the next level leveraging H4X's in-house design lab (H4X L4B) to elevate the product experience.
"This is a really exciting time for our organization and our franchises. Building these unique collections with a Canadian lifestyle brand and offering fans high quality apparel is important," said Tyler Keenan, VP of Global Partnerships at OverActive.
Cole Gurman, CEO, H4X stated, “We are thrilled to be able to bring our expertise in design, manufacturing, and creative experiences to this partnership. As a product driven company that aims to be best in class, we know that both cyber athletes and fans alike will be excited about the meticulous attention to detail that runs deep in our DNA."
Jon Wayne Gurman, Chairman, H4X added, “This is a unique partnership that we hope makes our Country proud, eh. Two Canadian companies that have come together to move the global esports world forward. At H4X, we are passionate about partnering with organizations worldwide that are as committed to excellence as we are and OverActive, a leader in esports entertainment, is leading the charge.”
"Canadian fans have been asking for a local, duty-free solution since the launch of these franchises. This partnership allows for better access for Canadian fans as well as convenient shipping options for our international community," added Keenan.
The Toronto Defiant collection will go on sale this Thursday, ahead of their Season Opener this weekend, while sales for the Toronto Ultra collection will begin today.
The H4X brand, founded in 2015, is a leading athletic performance apparel company that is disrupting the industry with innovation in design and proprietary fabrications all rooted in the DNA of esports. Today, the H4X Design Lab extracts the lifestyle aesthetics embraced by the gaming community and fuses them into environmentally versatile and ergonomic streetwear. The company is headquartered in Montreal, Canada and led by Cole Gurman, who is the Founder and CEO and a noted expert in the gaming industry. Gurman and his team have a mission to support consumers globally who have a passion for redefining physical limitations in our globalized digital world.