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FURIA expands reach into Chinese market with ONWEAR partnership

Posted : 02 April 2024

FURIA, a prominent esports organization based in Brazil, has ventured into the Chinese retail market through a collaboration with e-commerce company ONWEAR. Through this partnership, Chinese fans can now purchase FURIA jerseys directly in their home market, with the potential to broaden the merchandise selection in the future. Recognized for its competitive teams in Counter-Strike, Rocket League, and Rainbow Six, FURIA has solidified its presence in South America's esports scene and merchandise industry.


Having previously collaborated with global brands like New Era and artist Guilherme Lemes for exclusive collections, FURIA has consistently expanded its merchandise offerings. Last year, the organization enhanced its e-commerce capabilities, enabling global merchandise shipping and establishing a distribution center in the United States. In a strategic move to tap into the Chinese market, FURIA opted to partner with ONWEAR, a renowned Chinese e-commerce brand specializing in esports IP merchandise.


Under the licensing agreement, ONWEAR will produce FURIA jerseys directly, making them accessible to Chinese consumers. While the initial focus lies on jerseys, both FURIA and ONWEAR remain open to exploring additional merchandise possibilities in the future. André Akkari, Co-Founder and Co-CEO of FURIA, emphasized the significance of this expansion, not only as a strategic move into a vast market but also as a means to foster connections and inclusivity within the global esports community.


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