Two young female graduates from the Parsons School of Design went where no other sports apparel company had gone before: the world of esports.

Their attention to detail from design to promotion of the finished product gained them the respect of top gamers, thereby giving them great visibility in a market that was rather obscure until recently. Already established as the leader in esports apparel, their company, Ateyo, is poised to grow with the industry.

Video Spotlight: Watch Ateyo’s co-founders describe their products

This post is based on the Forbes article, Building the Nike of Esports: Meet the Female Founders Who Mastered the Art of Apparel Manufacturing, by C. Feiger, April 23, 2019; and the YouTube video, Ateyo’s Co-Founders!, by Ateyo, April 17, 2018. Image source: Shutterstock / Gorodenkoff

Discussion Questions:

1. How did Ateyo become a leader within esports? What are the order winners and qualifiers in its operations strategy?

Guidance: Ateyo was the first company to enter the market. As first mover, the company quickly established brand recognition and loyalty before major competitors entered the market. The order winners are 1) quality (high performance in terms of design tailored to gamers, fabric, Continue reading →