The Aphetor Games has announced a partnership with football heritage and lifestyle brand Meyba ahead of their 2021 competition, Aphetor Rising.
The event - which targets Gen Z sports fans - pits teams of social media stars against each other in a series of ‘extreme challenges’, with the majority of content being created by the participants themselves and published on their channels.
Taking place on the Greek Island of Rhodes from 12th to 16th July, Aphetor Rising is fronted by footballer, singer-songwriter and presenter Chelcee Grimes and YouTube creator Joe Weller. It will see 30 competitors, with an aggregate audience of over 60 million followers across TikTok, Instagram, YouTube, and Twitch, take on challenges including a beach obstacle course, an ice bath endurance test, and a live TikTok dance off.
As part of the partnership, teams will compete in Meyba performance kit, competition bibs and leisure wear. The brand is ‘re-launching’ as a football and lifestyle crossover brand, but is most best-known as the manufacturer of the classic Barcelona kits of the 1980s and worn by the likes of Diego Maradona, Gary Lineker, and Pep Guardiola.
Aphetor Founder, former Engine Sport Chief Strategy Officer, Carsten Thode, said: “Aphetor is all about disruption, collaboration, cultural crossover and inspiring our audience. There is no apparel brand that epitomises that better than Meyba. Plus, their collection is sick.”
Meyba Creative Director, Neal Heard, added: "Meyba's roots are in an iconic past but our collab with Aphetor's cutting edge and exciting platform shows how we're looking to reach new audiences. Sport and streetwear have never been so closely linked and Aphetor's cool and diverse roster of creators is a seamless fit with our brand."
A limited edition Meyba x Aphetor tie-dye collab shirt will be available for 75 fans from the Meyba website, while Aphetor presenter Chelcee Grimes (pictured above) has also co-created a personal design with the retro brand.