Today, Mr. Haag, known as Nadeshot, is the chief executive of 100 Thieves, an esports organization that makes apparel for competitive gamers and their fans. He has more than 1 million followers on Instagram and routinely uses the platform to model the latest in 100 Thieves merchandise: splashy graphic tees, athleisure hoodies and starchy camo pullovers, which pair nicely with Mr. Haag’s vast collection of Creamsicle-colored sneakers.
The price point for 100 Thieves merchandise compares to many midpriced athleisure brands; shoppers can expect to pay $85 for a hoodie.
— Read on www.nytimes.com/2019/04/25/style/video-game-esports-apparel-clothes.html
Yet more influencer marketing. Freakonomics calls them mini-celebrities. I think that the upshot is that media personalities are no longer just mass market.