Update: Complexity Gaming CRO Daniel Herz told The Esports Observer that the team’s branded shirt in the Macy’s collection is a piece of performance apparel used by the team during training. Herz also said that the organization intends to use this product’s inclusion in the collection as part of a local fan engagement initiative.
“Something that’s really unique for us is that, now that we’ve relocated to Dallas,” said Herz, “and having our apparel in a retail location in Dallas, [this] gives us a lot of opportunities to activate around. We’re going to…encourage our fans to come down – if that means we’re doing signing sessions or events on our own – we’re definitely going to be doing that to build the Dallas fanbase…”
- Esports apparel brand H4X has a collection listed at Macy’s online and in nearly 50 retail locations.
- This marks the largest retail distribution of an esports-specific apparel brand to date.
- H4X is also the official apparel supplier for ESL and DreamHack.
The Esports Observer has confirmed that esports streetwear brand H4X is available at nearly 50 Macy’s stores across the country including locations in New York, New York; Chicago, Illinois; Atlanta, Georgia; and Los Angeles, California. The collection is also listed on Macy’s online store. This marks the largest retail distribution of an esports-specific apparel brand to date.
The Macy’s collection includes official Complexity Gaming-branded T-shirts as well as an official jersey from Call of Duty 
pro Ian “Crimsix” Porter. H4X signed Porter as its first esports ambassador last month, and signed a sponsorship deal with Complexity Gaming last year.
On Twitter, H4X chairman Jon Gurman described the deal as “history in the making” for the esports industry. No official announcement has been made regarding the deal. The Esports Observer has reached out to Macy’s and H4X for further details, and will provide updates as they become available.
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While esports apparel is a growing market, it has seen few retail deals, and none of this scale to date. Last week, Champion announced that items in its co-branded OpTic Gaming line would be sold in its retail stores in Los Angeles and New York. The majority of esports apparel (organization-branded or otherwise) remains primarily available online.
In a recent interview with The Esports Observer, Gurman described H4X as “what Vans is to skateboarding, Billabong is to surfing, Lululemon is to yoga’ – that’s what H4X is to gaming and esports.” Last year, H4X became an official apparel supplier for ESL and DreamHack events.
