FaZe Clan, the lifestyle and media platform rooted in gaming and youth culture, recently announced a multi-year partnership with GHOST, a lifestyle brand that spans across sports nutrition products, energy drinks, dietary supplements, merch and apparel.
While FaZe Clan has reimagined traditional entertainment for the next generation, GHOST is providing products that support an active lifestyle, including transparent labels and authentic flavor collaborations.
GHOST will be featured as an official sponsor of FaZe1: The Warehouse, the first-of-its-kind live reality competition series that is streaming 24 hours a day until May 20 on twitch.tv/faze. FaZe1: The Warehouse is the final and only in-person stage of the FaZe1 global recruitment challenge that has been underway since January. Thousands of creator submissions have been narrowed down to the top 20 finalists who will compete in the new FaZe Warehouse in the heart of Hollywood, all vying to become the ultimate recruit. The stakes are high, with the winner of FaZe1 awarded a brand deal from GHOST, the opportunity to become an official member of FaZe Clan with a signing bonus of $1 million in cryptocurrency from MoonPay, as well as a Nissan GT-R, a sports car with an MSRP of $113,000.
“We wanted to begin this partnership in the biggest way possible so involving GHOST in the first-ever live reality competition show with FaZe1 was important to us. We want them on the forefront of everything FaZe is putting forward and that starts with FaZe1 and the winner receiving a brand deal from GHOST straight out the gate. We're thrilled to be able to come together during such an exciting time,” said Adam Bauer, SVP of Partnerships at FaZe Clan.
"FaZe Clan has been at the epicenter of the gaming world since its inception. As long time fans of FaZe, we are beyond excited and honored to partner with the whole organization," said Daniel Lourenco, Co-Founder and CEO of GHOST. "GHOST has shown the world that sports nutrition interest and usage extends far beyond the gym, and FaZe has absolutely done the same for gaming. Our wide product range aligns perfectly with FaZe Clan's diverse reach–from GHOST Gamer to GHOST Protein and GHOST Energy, we're excited to partner with and power the future of FaZe."
Taking it to th next level
Lourenco told NutraIngredients-USA that GHOST and FaZe Clan are innovative brands that have disrupted their respective category norms. “GHOST has always aimed to transcend sports nutrition and think bigger by creating products and content and building a community that spans fitness, gaming, music, and frankly just daily life. FaZe has absolutely done the same. Although this deal is rooted in gaming, we see a lot of ourselves in each other and there is virtually no limit to where we can take this partnership.”
Bauer told us that FaZe and GHOST both share a common background in their early stages of growth and the ways in which they've established their names in gaming and sports nutrition. “This partnership will continue to propel FaZe and GHOST into mainstream culture as a natural fit to create something special.”
Gamers are active
During an interview last year with NutraIngredients-USA, Lourenco alluded to the proliferation of active nutrition within the gaming community. Looking back, he said this partnership with the FaZe Clan really illustrates that statement.
“FaZe Clan, like many gamers, have broad needs that extend beyond ‘pre-gaming’ focus and energy. Physical fitness and mental fitness are closely related and esports athletes just like traditional athletes can and are benefitting from protein, hydration and other health and wellness products,” said Lourenco. “eSports athletes aren’t spending 24 hours a day behind a computer. They go to jobs, spend time with friends and family, and stay active. GHOST’s products span all aspects of day-to-day life with GHOST Energy, GHOST Hydration, GHOST Gamer, and so much more. esports athletes are looking to have a healthy holistic lifestyle and desire peak performance for their streams and competitions.”