European esports organisation Ninjas in Pyjamas (NIP) has collaborated with Swedish lifestyle brand A Good Company to launch a recycled water bottle.

According to the release, the partnership marks the beginning of a ‘sustainability-focused alliance’ between the two entities. 

NIP
Image credit: NIP

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A Good Company becomes the latest in a long line of non-endemic collaborations with NIP. Last year the organisation teamed up with the World Wide Fund For Nature (WWF) for its Earth Hour 2021 campaign and created a joint venture called Shinobi Sports with investment platform Aser Ventures.

Laura Rojas Uribe, Head of Merchandise & Apparel at Ninjas in Pyjamas, commented: “Our purpose is to inspire our fans. Working with A Good Company is an excellent way to fulfil that purpose — where we speak to our community about mindless consumption in a creative way. This is one of the first steps we are taking in order to make this world a better place.”

The water bottle, which is priced at €21.99 (~£18.34), will be made using recycled Swedish steel, according to a release. 

A Good Company designs a variety of sustainably-made lifestyle, home and office products. The brand stated the collaboration is part of its mission to ‘transform mindless consumption into conscious decisions’ by teaming up with entities to reach more audiences. 

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Anders Ankarlid, CEO of A Good Company, added: “We always want to find partnerships where our values are aligned, Ninjas in Pyjamas were the perfect match. They strive to create an inclusive community, valuing every person involved. They wish to inspire others like us, focusing on creating the best experience for their customers.”

Esports Insider says: It’s good to see esports organisations secure partnerships that provide a positive environmental impact. It very much seems like the collaboration is part of a wider effort between both entities towards sustainability. It’ll be interesting to see what else occurs from this alliance.

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