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North American esports organisation Immortals has joined forces with esports merchandising company We Are Nations to create Immortals Essentials, the organisation’s new line of brand merchandise with ‘zero profit pricing’.
The collection features a minimalist style, unisex line of t-shirts, hoodies and hats.
The ‘zero profit pricing’ merchandise programme is allegedly characterised by lower prices, enhanced product quality, free shipping and taking zero profits.
The Immortals Essentials collection is available exclusively on the Immortals website, ranging from $17-$40 (~£12.25 – £28.83).
Jordan Sherman, Immortals President & CCO, spoke on the announcement in a release: “We’re excited to announce our ‘zero profit pricing’ for the Immortals Essentials line. Immortals is contribution margin positive across all business units, which allows us to offer this merch line in a more accessible way to fans — while yielding zero profit to us.
“We want to consistently deliver value back to our new and existing fans, rewarding them for their passion and loyalty. Offering an enhanced product with zero profit and passing the savings on to these fans allows us to do just that.”
According to the release, the strategy behind the clothing line is consistent with the organisation’s broader objective to lower entry barriers for fans and brands keen to enter or engage with esports and competitive gaming.
Alex Romer, We Are Nations CEO, commented: “Immortals’ approach to merchandise is fresh and progressive within esports. We Are Nations is excited to collaborate with a forward-thinking organization like Immortals, eager to engage its partners and both new and loyal fans in this way.”
Esports Insider says: This new, ‘zero profit pricing’ approach towards merchandise makes the Immortal’s clothing line more accessible to the organisation’s fans, which will be surely appreciated by many. It will be interesting to see if other esports orgs decide to follow the initiative, given that merchandise often makes a substantial part of organisations’ incomes. Such strategy is probably only viable only to orgs that are long-term profitable.