North American esports organisation Dignitas has announced a licensing collaboration with anime franchise Mob Psycho 100 to launch a limited-edition apparel collection on 3 July, 2026. To mark the drop, the club has unveiled a digital billboard takeover in New York City’s Times Square.
The crossover represents a continuation of the team’s 2026 corporate strategy to expand its operational footprint into highly engaged, non-endemic fandoms that intersect directly with gaming culture. The merchandise line was facilitated in coordination with global anime streaming platform Crunchyroll, whose corporate branding is featured alongside Dignitas on the Times Square display.
In contact with The Esports Radar, Pete Szilagyi, CFO and COO of Dignitas, Raidiant, and parent company New Meta Entertainment (NME), explained that the high-visibility campaign was designed to establish a broader cultural anchor rather than chase standard digital reach, noting that the goal “isn’t just about collecting vanity metrics or impressions” but rather validating the community’s passions on an iconic world stage and creating a “highly memorable experience.”
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While anime-themed lifestyle apparel has become a familiar staple within esports merchandising, the high-profile placement of the campaign’s billboard stems from a unique back-end B2B arrangement. Dignitas recently integrated corporate financial network Brex to power its internal expense management and treasury operations, subsequently leveraging the fintech platform’s corporate rewards infrastructure to secure the premium Times Square advertising space.
Szilagyi added that the alignment with Brex serves as an operational blueprint for how routine, back-end financial partnerships can be “leveraged to create a massive, high-impact moment for our fan-facing brand.”
The choice of intellectual property highlights Dignitas’s current mandate to target segmented communities, mirroring its recent competitive entry into TiMi Studio Group‘s and The Pokémon Company‘s Pokémon Unite. According to the organisation, Mob Psycho 100 was selected because “it is built around the same tension that makes esports exciting like staying composed, absorbing pressure, and hitting 100% when the moment calls for it.”
The capsule collection drop and its rollout logistics are being overseen by Brandon Cansler, Dignitas’s Merchandise Lead & Creative Director, as the company scales its retail and lifestyle division. Besides Pokémon Unite, Dignitas fields competitive rosters in League of Legends, Fortnite, Rocket League, and World of Warcraft.
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