North American esports organisation FaZe Clan has announced a partnership with ONWEAR, naming the company its official merchandise partner across China, the APAC region, and other selected territories including Brazil.
The collaboration aims to provide fans in these regions with access to authentic apparel and gear through an upgraded global storefront at ONWEAR.GG. The move is part of a broader strategy to bridge the gap between global organisations and the Asian market, leveraging localised production and distribution to navigate regional commercial complexities.
The partnership focuses on connecting the FaZe Esports brand with international communities by removing barriers to products. By utilizing ONWEAR’s infrastructure, FaZe is in position to capitalise on the significant viewership and commercial potential in the East, following a trend of Western teams adopting licensing models to ensure regional presence.
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“Global organisations like FaZe Esports expanding into Asia through licensing partners shows the importance of building bridges — bringing authenticity, creativity, and community to fans worldwide,” shared Yu Chen, Founder of ONWEAR, on LinkedIn. “By upgrading our global store, we’re making authentic esports merchandise products accessible to new communities.”
This licensing model has become an established entry strategy for major Western organisations looking to deepen their footprint in the region. In February, Team Vitality launched a dedicated apparel line for the Chinese market via ONWEAR to coincide with the Chinese New Year. Other major organisations, including G2 Esports and Wolves, have also established similar partnerships with the brand to tap into the commercial opportunities provided by the Chinese market.
The inclusion of Brazil in this specific deal highlights a secondary focus on high-growth regions where local distribution is essential for managing import costs and delivery times. Therefore, it also signals a possible expansion of ONWEAR’s operations to the South American country.
The partnership continues a positive trend in business development for FaZe Esports, which is owned by GameSquare Holdings, despite recent competitive and financial setbacks. The organisation recently secured a “seven-figure” sponsorship deal with hardware manufacturer Corsair, a move quickly followed by GameSquare’s recent $1 million buyback of shares.
However, the organisation faces significant hurdles elsewhere; FaZe Clan is notably absent from the official 2026 EWC Partner Programme list, resulting in the loss of direct annual funding for team operations. Furthermore, the team failed to qualify for IEM Major Cologne 2026, meaning they will miss out on crucial revenue from in-game cosmetics typically associated with the premier Counter-Strike 2 (CS2) competition.
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