ONE Championship expands into athleisure business with online store

Shortly after venturing into e-sports, ONE Championship (ONE) has now expanded its operations into the athleisure business. It has launched an official online store to offer global fans direct access to a wide range of urban lifestyle streetwear.

Through the online store, consumers can now purchase the newest merchandise and pre-order special limited edition products globally. ONE is also set to collaborate exclusively with renowned designers within the urban lifestyle streetwear space to introduce limited-edition designer collections.

ONE's online store and merchandise line is supported by Zilingo, a Southeast Asian fashion, beauty and lifestyle e-commerce platform. Headquartered in Singapore, Zilingo has presence in Indonesia and Thailand, and recently penetrated the US online marketplace with Zilingo Asia Mall, it's new B2B platform.

In a statement to Marketing, ONE's spokesperson said it chose to partner with Zilingo as it has done "a great job" in helping upcoming retailers and designers deliver and distribute their merchandise and fashion brands globally. While the spokesperson declined to reveal the monetary investment behind the online store, she said ONE plans to raise brand awareness about the store through content showcasing athletes in gear, working with influencers and collaborations with designers to create limited-edition pieces.

Chatri Sityodtong, chairman and CEO of ONE Championship, said the launch of the new athleisure business is yet another "major business extension" of ONE and further solidifies its position in the industry.

"ONE Championship will bring its standard of design and marketing excellence to this business line and introduce premium sports and lifestyle wear that inspires, represents, and empowers the consumer," he added

Ankiti Bose, co-founder, CEO of Zilingo, said its culture and values "align strongly" with those of ONE and the company sees natural synergies connecting fashion with sport.

"Fashion is more than just clothing, it is a statement and expression of your values and lifestyle. Wearing athleisure and sportswear is no longer a niche, instead it has become a mega-culture of its own. We are proud to be able to support the creation of this new business line, and to continue broadening consumers’ choices and make fashion accessible to anyone and everyone," Bose added.

Last month, ONE closed a US$166 million Series D financing round led by Sequoia Capital. New investors, including Temasek, Greenoaks Capital, and other leading institutional investors, also participated in the round. ONE now has a total capital base that exceeds US$250 million.