Excel Esports and JD Sports are set to make their mark on the gaming world with an electrifying debut at Gamescom 2023. This activation stands as a testament to the synergy between two brands, driven by their shared commitment to enhancing gamer experiences and shaping the future of interactive entertainment.

By coming together under the lights of Gamescom, Excel Esports and JD Sports mark a significant step in their partnership journey by demonstrating their determination to inspire, innovate, and transform the way gamers engage with their brand.

Taglined as "Beyond the Basement," the campaign encapsulates the spirit of the collaboration - a fusion of streetwear, gaming, and pop culture that pays homage to the origins of both JD Sports and the esports movement. The campaign embodies the 90s, a time where the underground esports scene, streetwear, music, and gaming emerged as vital components of a vibrant subculture. As both narratives evolved over the years, they now converge in a celebration that brings together the past and the present.

The booth will include activities such as a LAN reinvented, a foam pit, DJ booth, chill station & more!

About Excel Esports:
A British competitive gaming culture brand founded in 2014 with teams participating in League of Legends, FIFA23, and Valorant. Excel Esports seeks to level up and inspire gamers through esports, experience and creativity.

About JD Sports:
Established in 1981 with a single store in the North West of England, the JD Group is a leading global omnichannel retailer of Sports Fashion and Outdoor brands. JD seeks to inspire the emerging generation of globally minded consumers through a connection to the universal culture of sport, music and fashion.