Complexity Gaming, one of the elite and pioneer esports companies in North America, has now announced that the lab, a pipeline of innovation for the research and development of esports products will be introduced in collaboration with We Are Nations, the world’s largest sportswear company. Together, both entities will contribute to enhancing professional esports athletes and casual gamers’ pre-game, in-game and post-game success throughout the entire gaming industry.
Founder and CEO, Complexity Gaming, Jason Lake, said: “Our mission is to help the entire industry reframe the conversation and focus on holistic player well-being,” “We Are Nations is the ideal partner to help us create next-generation products that stem from actionable insights and data that will drive the professionalization of esports.”
Having direct access to the GameStop Performance Center (GSPC), both companies will be able to measure the influence of new training materials such as haptic technology on cognitive and physical performance by complexity players in a regulated testing environment.
Some of the benefits will include biometric data access, comfort, function and the mobility of Complexity athletes. We Are Nations and Complexity will support coordinated research and testing in all specific GSPC areas, including:
Cognitive Lab (for on-going monitoring of athletes’ basic skills and key performance indicators like reaction speed, memory, and inhibition),
Herman Miller Innovation Lab to appraise and modify design and functionality,
Advanced training rooms where products will be exposed to ‘stress testing’ in an environment able to mimic LAN competition using custom LED lighting, innovative sound engineering, adaptable ergonomic equipment, and accurate climate control.
The Lab will utilize the partnership to create new products, tools and materials which are eventually intended for both professional and casual sport athletes. In addition, in future partnerships with new partners and third parties, The Lab will expand the scope of study so that more products can be continually promoted.
An enthusiastic Patrick Mahoney, CEO, We Are Nations said: “We Are Nations is dedicated to developing innovative products to be used by professional and social gamers alike, and we believe we’ll be able to lead the industry with the creation of The Lab. “The unparalleled access to research and testing throughout the GameStop Performance Center and with Complexity athletes will allow us to take our product development a step further and help us to service gamers for a function well beyond comfort or style.”
The Lab will be incorporated into the current infrastructure of Complexity and marks another step towards the organization’s dream of “Esports 3.0.” Complexity already works with Herman Miller in the Herman Miller Innovation laboratory to investigate ergonomic devices, which address gamers’ specific needs and prevent future injuries.
The Cognitive Lab develops, trains, and improves core cognitive functions of esports athletes in partnership with the Sports Academy. The company’s experience in product design will open doors and add to the players’ success with their dedication to innovation in the professionalization of player treatment.
Besides The Lab, We Are Nations will launch a esportswear line for streamers, fans, and Complexity Players. The new range include jerseys, hoodies, shirts, joggers, and hats, among others, and will also provide different drops throughout the year, including Complexity gaming, Complexity-Limit, individual industry influencers and a branded capsule collection. Products will be designed with convenience and efficiency in mind.
About Complexity Gaming
Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity’s esports teams have won more than 140 championships in nearly 30 game titles over its 15+ year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity has been continuously recognized as a global leader in modern esports. For more information on Complexity, visit http://Complexity.gg and follow the organization on Twitter, Instagram, YouTube, TikTok and Facebook.
About We Are Nations
We Are Nations is a specialist esportswear and retail company with locations based in the United States, United Kingdom and Australia with additional distribution partners around the world. The company provides merchandise design, sales, manufacturing, and distribution services for esports teams, leagues and other endemic and non-endemic brands operating in the esports industry. For more information, please visit www.wearenations.com.
