American Eagle is entering the gaming space with a docuseries in partnership with Twitch.
The apparel retailer is set to release an episodic docuseries featuring different Twitch streamers and their rise to success on the platform. Each streamer will be dressed in American Eagle clothing at some point throughout their episode.
According to AdAge, the first episode will focus on 23-year-old streamer Sydeon, real name Sydney Parke, who recently transitioned from a nursing student to a full-time Twitch streamer and cosplayer. The L.A.-based creator has built a following of over 294,000 on Twitch by playing games like Valorant, Among Us, and Minecraft. Her recent brand partnerships include OPI x Xbox and StockX.
“Gaming is the newest, shiniest toy among Gen Z passion points,” Craig Brommers, chief marketing officer at American Eagle told AdAge. “When we look at the numbers, the time spent and the engagement Gen Z has around gaming and related digital activities can’t be ignored.”
While the docuseries is American Eagle’s initial foray into the gaming space, the brand was quick to integrate Gen Z creators into its strategy, inking early ambassador deals with TikTok talent like Addison Rae before many of its competitors had explored the short-form video app as a legitimate marketing tool.
Follow /twitchgaming for more information on the release of the docuseries.