- Retail brand American Eagle is /twitchgaming's newest Official Marketing Partner; the company announced today in an email to Marketing Dive. The deal will let American Eagle amplify creators on the platform through a weekly custom segment, a five-part documentary series, and community watch parties as the Official Apparel Partner of /twitchgaming.
- Creators featured in the docuseries will help to produce a special merchandise capsule for American Eagle. They also will curate outfits unique to their individual style using existing apparel from the brand. The limited-edition apparel and looks will hit store shelves on the premiere of each creator's docuseries installment.
- American Eagle is the third brand to become an Official Marketing Partner for /twitchgaming, joining Chipotle Mexican Grill and Ally Financial and builds on the apparel brand's Twitch efforts, including creator partnerships, video ads, and testing new ad formats.
For years, American Eagle has ramped up its social media approach to connect with younger consumers online. For back-to-school 2020, the brand utilized TikTok culture to virtually produce an ad campaign. Earlier this month, it introduced its first digital clothing collection on Bitmoji. The Bitmoji push mirrored outfits shown in recent "Future Together. Jeans Forever" video ads, an effort similar to the new /twitchgaming programming in bridging digital content with real-life merchandise.