Fashion brand ULT rolls out apparel for pro Madden team Versus

It’s one thing to be great at games. It’s another to look good while doing it. To accomplish both, Versus Sports — the largest professional Madden team — is working with fashion brand ULT on a new line of apparel that captures the squad’s look and feel.

ULT is working to establish itself as the go-to brand for esports fashion products in the same way that people associate Nike, Adidas, or Reebok with traditional athletic sports. So ULT is expanding its partnerships from EUnited — an Overwatch, Call of Duty, and League of Legends team — to also include Versus Sports. This collaboration between Ult and Versus features an Elite Jersey, a long-sleeve T-shirt jersey, and two baseball caps. But ULT isn’t just selling shirts and hats — it is selling the swagger of the Versus Sports competitors. That’s a strategy that more companies in the $696 million esports market are likely going to employ, and Versus wants to lead the way.

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