FaZe Clan Welcomes Snoop Dogg, Fights to be Mainstream Culture Icons

FaZe Clan began as a trickshotting team in games like Call of Duty, but the brand has exploded into a cultural phenomenon. Unlike other organizations like 100 Thieves, who have built their own exclusive apparel lines, FaZe is all about collaborating with the mainstream to produce fashion items to highlight its partnerships outside of the gaming space. The esports brand recently released a collaboration with NHL team Los Angeles Kings to produce red and black lace-up hoodies, and it has made a huge effort to dive into music and hip hop culture. In early March, the esports organization announced a massive partnership: FaZe welcomed Snoop Dogg to the team, not only as a member of its board of directors, but as a content creator under the name FaZe Snoop. News of his involvement with the organization came after he was spotted wearing a studded FaZe Clan necklace during his performance at the Superbowl LVI half-time show. With Snoop Dogg being joined by legends like Dr. Dre, Eminem, and Mary J. Blige, it was one of the most explosive ways to represent FaZe Clan while hinting at the future partnership. "It only makes sense to partner with FaZe Clan as both a team member and on the board of directors," Snoop Dogg stated in a press release. "The youth identifies with their brand and that's something my son Cordell knew, which is why he brought us together." FaZe Clan's Chief Strategy Officer Kai Henry added: "The organic relationship between FaZe and Snoop has been building for years now, so we are thrilled to officially welcome FaZe Snoop to the family. As the original internet kid and first-generation gamer, Snoop has always understood the cultural connection between music, lifestyle, and gaming." Other celebrity members attached to the brand include NFL star Kyler Murray, LeBron James Jr., Lil Yachty, and Offset. While FaZe Clan may not explicitly carry a "fashion focus," the brand's blend of lifestyle, music, and gaming undeniable sets the bar in the industry. It also has a huge impact on fashion's rise in gaming and how brands can creatively reach fans.

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