Fortnite World Champion Bugha Named Hollister’s Chief Gaming Scout, Launches Limited-Edition Gaming Apparel Set
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, Oct. 14, 2021 (GLOBE NEWSWIRE) -- Hollister Co., a division of Abercrombie & Fitch Co. (NYSE: ANF), has named Fortnite World Cup Champion Kyle “Bugha” Giersdorf its Chief Gaming Scout, making this the first brand partnership with a professional gamer in this capacity. To kick off the partnership, Hollister and Bugha are launching a co-created, limited-edition hoodie and sweatpant set, which is available now at and in select Hollister stores, while supplies last.
Hollister and Bugha specifically crafted the exclusive apparel set for comfort while gaming; it includes a large zip pocket meant for storing snacks and a roomy hood to easily fit a gaming headset. Fans were able to vote on designs directly through Bugha’s Instagram, allowing them to co-create with one of their favorite gamers. If customers look closely, they will also see Bugha’s beloved pug, Zoey, featured on the hoodie along with a secret message written in morse code.
“I'm pumped to act as Hollister’s Chief Gaming Scout and for the release of our gaming apparel collection,” said Bugha. “Working with the team to design custom apparel that I’m truly excited to wear, and that I know other gamers will love, has been a really cool experience. I can’t wait for everyone to see what else we have in store with this partnership!”
As part of his Chief Gaming Scout role, Bugha will also select up-and-coming streamers for Team Hollister, the brand’s new gamer training program that is expected to launch this November in collaboration with Twitch. The program will include a series of livestreamed training sessions, including a charity livestream on Giving Tuesday, a $10,000 sponsorship from Hollister for each streamer and monthly mentorship from Bugha to help the trainees on their journey to becoming the next big gaming creator.
“We’re always focused on meeting our Gen Z customers where they are, and gaming continues to be a rising area of interest for global teens,” said Kristin Scott, Global Brand President at Abercrombie & Fitch Co. “We’ve recently been successfully and authentically showing up in the gaming world, particularly with our Fortnite tournament earlier this year – so we’re excited to delve even further into this area through our partnership with Bugha and the launch of Team Hollister.”
To shop the collection and learn more, visit and Hollister’s Instagram, @hollisterco.
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A&F cautions that any forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995) contained herein or made by management or spokespeople of A&F involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the Company’s control. Words such as “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” and similar expressions may identify forward-looking statements. Except as may be required by applicable law, we assume no obligation to publicly update or revise our forward-looking statements. Risks and uncertainties related to the duration and impact of the COVID-19 pandemic on the Company and the factors disclosed in “ITEM 1A. RISK FACTORS” of A&F’s Annual Report on Form 10-K for the fiscal year ended January 30, 2021, in some cases have affected, and in the future could affect, the company’s financial performance and could cause actual results for fiscal 2021 and beyond to differ materially from those expressed or implied in any of the forward-looking statements included in this press release or otherwise made by management.
About Hollister
The quintessential retail brand of the global teen consumer, Hollister Co. believes in liberating the spirit of an endless summer inside everyone. At Hollister, summer isn’t just a season, it’s a state of mind. Hollister creates carefree styles designed to make all teens feel celebrated and comfortable in their own skin, so they can live in a summer mindset all year long, whatever the season.
Hollister is a division of Abercrombie & Fitch Co. (NYSE: ANF) and is sold through approximately 495 stores worldwide and globally.
Hollister Media Contact:
Noelia Callejas
(614) 283-6192
Business Media Contact:
Kara Page
Abercrombie & Fitch Co.
(614) 283-6192
Investor Contact:
Pam Quintiliano
Abercrombie & Fitch Co.
(614) 283-6877
A photo accompanying this announcement is available at
