Following LOVE ARMY’s sell-out success last year, the partnership grows with exclusive apparel and global reach.
Metro Manila, Philippines – LOVE ARMY®, the passion-driven lifestyle and streetwear brand rooted in esports and performance culture, proudly announces a multi-year global licensing agreement with the Esports World Cup (EWC), running through 2028.
The partnership builds on the breakout success of their 2024 collaborative hoodie, which sold out quickly and became one of the most coveted items at the event. In 2025, the collaboration expands into a full lifestyle and performance apparel capsule, including a bomber jacket, competitive gaming jerseys, lifestyle shirts, and joggers, all designed for elite players, die-hard fans, and the rest of the gaming community.
The EWC x LOVE ARMY collection will be exclusively available onsite in Riyadh during the month-long 2025 Esports World Cup and online at lovearmy.com, offering fans from around the globe a chance to own a piece of the movement.
“This partnership is living proof that when passion meets purpose, borders disappear. Through this collaboration, we’re not just outfitting esports, we’re evolving how the world sees and wears it. At LOVE ARMY, we’ve always believed in crafting high-quality pieces that carry meaning and stand for something. As a lifelong gamer and creative, I’m proud to bring culture, style, and storytelling to the global stage. This isn’t just history in the making, it’s a statement of who we are.” – Ken Osh Tan, Founder of LOVE ARMY®
FOR INSIDE & OUTSIDE THE ARENA
LOVE ARMY is redefining what esports apparel can be. Not just wearable at events, but street-ready, style-forward pieces you’ll actually want in your everyday wardrobe. Whether you’re deep into the Esports World Cup or just someone who appreciates design, these pieces give you a way to rep esports culture with confidence, style, and intention.
A NEW STANDARD FOR PASSION-DRIVEN STREETWEAR
LOVE ARMY is here to define what fashion looks like for the next generation of passionate creators, gamers, and performers. Think of it as the new uniform for those who live with purpose. From Manila to the world, this brand is on a mission to represent the community on global stages, and you’re part of that story.
MORE THAN MERCH
Every piece is designed from scratch, tailored for how it should move, fit, and feel, always with the wearer in mind. It’s not just about looking good. It’s about feeling good too, and understood by a brand that lives and breathes the same culture you do.
DESIGNED BY GAMERS
LOVE ARMY was founded by a gamer and creative who grew up in the culture. The brand’s deep roots in esports (having worked with major orgs like ESL, PGL, Valve, OG Esports, Gaimin Gladiators, the Alliance, and more) means every piece reflects real love for the community, not just trend-chasing. It’s streetwear made for the passion-driven, by someone who’s been where you are.
TESTED, TRUSTED, AND BUILT TO LAST
In 2024, LOVE ARMY dropped its first EWC hoodie, which sold out within days resulting in demand for backorders. This new partnership means fans worldwide finally get access to premium gear no matter where they’re watching from. With international shipping, everyone gets a chance to own a piece of esports history.
This collaboration comes at a pivotal moment for the global esports scene. In July 2024, the International Olympic Committee made history by launching the Olympic Esports Games, with the Esports World Cup Foundation (EWCF) serving as its Founding Partner. The growing alignment between esports and the global sports movement signals an exciting future. LOVE ARMY is proud to be at the forefront, outfitting the community with purpose, style, and identity.
DO WHAT YOU LOVE. WEAR YOUR PASSION.