Site icon Bud Gibson

The Rise of Live-Streamer Style – The New York Times

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.
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Yet more influencer marketing. Freakonomics calls them mini-celebrities. I think that the upshot is that media personalities are no longer just mass market.

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