Case Study

Houston Outlaws


The AoE Creative core team was responsible for the award-winning 2018 implementation of the Houston Outlaws brand, Marketing and Social media during the inaugural season of Activision-Blizzard’s Overwatch League. By the end of the year, the Outlaws were the most-discussed OWL team in the world, with the highest-grossing merchandise team in the League, and sought after by the Today Show and news networks. The Outlaws branding was created from scratch, as were all marketing and event executions.

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Create an iconic professional esports team brand from nothing, claiming the title of “America's Team” within 6 months.

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Project Scope

  • Brand Style Guide Creation
  • Marketing
  • Social Media
  • Event
  • Merchandise
  • Influencer
  • Logo Creation
  • Social Media Graphics
  • Motion Graphics
  • Media Content Strategy
  • Ideation & Execution
  • Event Branding
  • Booth Design
  • Partnership Negotiations
Houston Outlaws Watch Parties Houston Outlaws Watch Parties

Watch Parties

The events team hosted 10+ watch parties throughout Houston, San-Antonio and Austin with the largest attendance of a watch party for esports recorded at 600+ attendees.

These watch parties were held in a variety of locations with the common goal of giving back to local businesses.

Sales at venues doubled with the attendance with Outlaws fans.

Houston Outlaws Promotional Items Houston Outlaws Promotional Items Houston Outlaws Promotional Items

Promotional Items

A cornerstone of the #bandtogether campaign was to give back to the community utilizing unique and collectible items.

Due to the size of Texas and the cities, we decided to create unique merchandise for each city and sections of the cities.

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Event Activities

BLOCK PARTY: First ever block party for an esports team

PLAYER TOUR: First ever Team signing tour in North America seeing the attendance of over 3,000 fans across Houston, Austin, and San Antonio.

POP-UP SHOP: First ever North American esports pop-up shop selling unique merchandise

LIVE EVENT BOOTHS: Collaborated with PAX, SXSW, RTX, and Comicpalooza driving thousands of fans to local conventions to participate in the Showdown activations.

Houston Outlaws Event Activations Houston Outlaws Event Activations Houston Outlaws Event Activations


Texas sports fans represent their favorite teams proudly by wearing the latest merchandise - We wanted Outlaws fans to have the same opportunity.

In a collaborating with Sector Six and Third Label - AoE Creative brought a variety of merchandise options to the fans.

These included everything from lifestyle to performance gear.

Houston Outlaws Merchandise Houston Outlaws Merchandise

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