NYXL to re-open exclusive merchandise pop-up shop

The shop will be open from Nov. 16 to Dec. 23.

Exclusive New York Excelsior merchandise will go on sale Nov. 16 at a pop-up shop in Brooklyn, New York. The esports team will host the pop-up shop each week on Fridays, Saturdays, and Sundays until Dec. 23.

A LAN setup will also be available at the space, allowing players to compete against each other in Overwatch. Admission to the LAN area will cost $10 per hour or $5 per hour for students. Regina’s Grocery, a New York-based restaurant, will serve food at the pop-up event each day.

During the Overwatch League finals, NYXL held its first pop-up in Brooklyn. The event sold out on multiple days, despite the team not participating in the finals event. The company brought on Collete Gangemi, a former footwear industry veteran, as NYXL’s vice president of consumer products and merchandising. Gangemi gave NYXL’s merchandise a streetwear and sneakerhead feel: Create exclusive merchandise—merchandise with value—that feels and looks special. Each item sold during the Overwatch League finals weekend was sold in lots of 100.

Related: Esports sneakerheads: How OWL is bringing street style to pro gaming

“We’re trying to connect the esports and gaming fan with the traditional sneakerhead and streetwear fan,” Gangemi told Dot Esports in July. “Right now we’re colliding both worlds.”

The new series of pop-up shops follows that plan—create a “cool” product that fans can connect with even outside of the esports world. It’s merchandise that doesn’t scream esports, but is still deeply rooted in the culture. NYXL will partner once again with streetwear brand UNDEFEATED, this time on a capsule collection only available at the pop-up. “Throughout the first three weekends, NYXL will announce new, exclusive apparel collections and merchandise available for sale,” an NYXL representative said. Custom Nike Air Force 1 shoes will also be available, as well as an exclusive jewelry line from Melody Ehsani.