XSET

XSET is an American professional gaming and lifestyle media brand based in Boston, Massachusetts. Founded in 2020 by Greg Selkoe, Marco Mereu, Clinton Sparks, and Wil Eddins, XSET quickly established itself as a prominent player in the gaming, esports, traditional sports, fashion, music, and art industries.

XSET was launched on July 16, 2020, by a group of former executives from FaZe Clan, a professional esports and entertainment organization headquartered in Los Angeles, California. Founder Greg Selkoe, who previously founded and led companies like Karmaloop, and was the president and co-head of FaZe Clan from 2017 - 2020 wanted to create a more inclusive and diverse gaming organization that reflected the racial and gender diversity in the gaming world.

The organization rapidly expanded its presence, establishing divisions in multiple esports titles by the end of 2020. The organization has professional teams competing in various esports titles such as Fortnite, Rocket League, Call of Duty: Warzone, Call of Duty: Mobile, PUBG Mobile, Madden NFL, Apex Legends, Tom Clancy's Rainbow Six Siege, Halo Infinite, and iRacing.

That same year, XSET partnered with several brands, including GHOST, a sports nutrition brand, and Scuf Gaming, a game controller company. Other sponsors MGM / Amazon Studios, Google Pixel, Frank’s Red Hot, JBL, Nike and Gatorade.

In October 2020, Ozuna was first famous investor rapper Swae Lee joined XSET as its second celeb official investor. In February 2021, hip-hop record label Quality Control invested in XSET during a $10 million funding round that was lead by LightWork the manufacturer of brands Cactus Jack by Travis Scott and Fear of God essential by famous designer Jerry Lorenzo The following year, the organization partnered with peripheral and memory partners HyperX. At that time, Deandre Ayton also joined XSET.

On October 10, 2023, professional Fortnite player and Twitch streamer with over 5.7 million subscribers, Cody "Clix" Conrod, joined XSET as a co-owner and ambassador in a multi-year partnership deal. Clix released a limited-edition merchandise collection with XSET and in-game activations and content while supporting up-and-coming Fortnite players.

Brand and Culture XSET positions itself as a gaming lifestyle and media brand, aiming to create a diverse and culturally relevant presence at the intersection of gaming, entertainment, fashion, music, and sports. The organization emphasizes diversity and inclusion. XSET collaborates with organizations that promote inclusion in gaming.

In addition to its competitive esports teams, XSET has an extensive roster of content creators and brand ambassadors, including rappers, pro athletes, celebrities, and influencers. Notable names include Swae Lee, Ozuna, Lil Wayne, Tee Grizzley, Brycent, NFL players Ezekiel Elliott and Adrian Colbert, and YouTubers Kris London and CashNasty. The organization takes pride in its authentic voice and collaborates with partners to provide unique experiences and activations for its community. In 2022, XSET unveiled the first-ever gaming cabanas in partnership with Drai's Beachclub in Las Vegas. XSET hosted an exclusive musical performance by Lil Wayne to celebrate the launch.

In April 2023, XSET acquired Queens Gaming Collective, a women-led gaming lifestyle company, to further its goals of promoting inclusivity and diversity in gaming. This added talented women gamers to XSET's roster, including creators Demisux, AvaGG, Alexis Jones, and Avori Strib.

In July 2023, XSET signed popular YouTubers Kris London and CashNasty to create exclusive collaborations, content, and merchandise drops. This expanded XSET's reach in the sports and gaming influencer space. Kris London and CashNasty will each have exclusive merchandise capsules and content series with XSET. That same year, XSET also signed the robot Sophia, the first humanoid signed by a gaming organization.

XSET's members bring decades of experience in the fashion industry to the organization. The company creates original merchandise drops, collaborates with leading fashion labels, and participates in landmark cultural events. XSET offers its partners comprehensive design, sourcing, fulfillment, and logistics expertise.

Notable collaborations include:

• Apparel drops with tattoo artist Ganga, featuring his signature "nomad" and Salvador Dalí-inspired designs. In October 2023, they launched the limited edition Nomad LA Collection.
• Merchandise capsules with YouTubers Kris London and CashNasty. Kris London's "Range" capsule includes a jersey, hoodie, and t-shirt, while CashNasty's "Essentials" features a tank top, logo socks, and swim trunks.
• A merchandise collection celebrating the XSET Queens (Queens Gaming Collective), designed in collaboration with female sports stars like Allie Long and Alexis Jones.
• XSET announced a partnership and limited-edition merchandise collection with Fortnite content creator and professional player Cody 'Clix' Conrod, one of the most-followed Fortnite streamers in North America. Clix was one of the youngest participants in the 2019 Fortnite World Cup when he represented Misfits.

The organization produces a wide range of content, including custom-curated Fortnite maps, live streams, and bespoke IRL events and experiences. XSET has a strong presence in various cultural spaces, including:

• A gaming residency at Drai's Beachclub and Nightclub venues in Las Vegas, featuring XSET-themed gaming cabanas and appearances by XSET ambassadors like Swae Lee and Slim Jxmmi of Rae Sremmurd.
• An activation at Ozuna Fest in Cancun in December 2021, which brought gaming lounges and a gaming VIP area.
• Participation in the Breakaway Music Festival 2023, continuing into 2024, to bridge the gaming and music industries.
• A takeover of Boston's Fenway Park for an "XSET Day" ahead of the festival, the first-ever massive gaming lounge installation with the Boston Red Sox at Fenway Park.

XSET also creates meet-and-greet opportunities and fan activations, allowing its community to engage with their favorite creators in personalized and memorable ways. In 2022, they launched the Black Xcellence program, where Black gamers could submit videos showcasing their gaming lifestyle brand for a chance to participate in a workshop to develop their brand with XSET.

XSET has partnered with several major brands across various industries:

• Gaming and esports: SCUF Gaming, HyperX, GHOST Lifestyle
• Fashion and apparel: Roots Canada, Lids
• Music: Quality Control Music, Roland (for the Drop The Bass apparel collection celebrating the TR-808 drum machine)
• Sports: Boston Red Sox
• Nightlife: Drai's Las Vegas
• Food and beverage: Fanshark, Wahlburgers

The organization also works with socially positive causes, including Big Brothers Big Sisters of America.

Other notable investors include Apex Capital, Baron Davis Enterprises, Concept Art House, Lil Wayne's Young Money, and NFL players Ezekiel Elliott, Justin Simmons, Adrian Colbert, Ahkello Witherspoon, Ndamukong Suh, and Kyle Van Noy.

The company has offices in Boston and Los Angeles. XSET's choice to be headquartered in Boston rather than Los Angeles (where many of its competitors are based) is a strategic decision to tap into the East Coast's unique gaming and cultural scenes.

• Official website