Hollister Co. names Fortnite World Cup Champion Kyle “Bugha” Giersdorf as its Chief Gaming Scout, making this the first brand partnership with a professional gamer in this capacity. Hollister Co.

As part of his Chief Gaming Scout role, the 18-year-old professional streamer and esports champion will help select talent for Team Hollister, the brand’s new gamer training program NEW ALBANY, Ohio, ...

One of the reasons why Bugha rose to such prominence is the fortitude with which he tackles competitive tournaments. Streaming almost daily and training non-stop, Bugha is imbued with determination ...

Hollister is angling to meet Gen Z consumers by going all in on gamer culture. Teenagers — the clothing brand's target audience — are heavily interested in video games and video game streaming, ...