DTLR Launches First-Ever HBCU Virtual Esports Battleground Activation and Career Fair

In partnership with Cxmmunity and 300 Entertainment, the retailer will create a virtual esports and live streaming experience to raise awareness and funds for participating HBCUs

DTLR, one of the country’s most successful lifestyle retailers with more than 240 stores in 19 states, today announced the launch of the first-ever HBCU virtual esports battleground and career fair in partnership with Cxmmunity, a nonprofit whose mission is to increase the number of minorities taking place in the gaming industry, and independent music label 300 Entertainment. This virtual activation, which will take place on both Oct. 18 and 25 from 1 p.m. to 6 p.m., aims to create a sense of community while also raising awareness and funds for participating HBCUs that have lost out on critical funding and alumni support due to the postponement of fall sports and homecoming games, and elimination of in-person career fairs and college tours in 2020 due to COVID-19.

Esports Battleground

DTLR teamed up with Cxmmunity and 300 Entertainment to create a first-of-its-kind virtual activation on live-streaming platform Twitchthat will match up against popular recording artists– including Tee Grizzley, T-Shyne, Lil Keed, and DJ SideReal – with team captains of the HBCU Esports League from participating colleges and universities, who will battle it out playing Call of Duty. The battleground is comprised of mainly 300 Entertainment talent. Anyone can log in to Twitch to join in on the fun and watch each matchup. Two groups of artists and schools will be matched up during each session on Oct. 18 and Oct. 25 from 1-6 p.m.

The HBCU Esports League was formed earlier this summer by Twitch and Cxmmunity. Participating HBCUs include Clark Atlanta University, Alabama State, Johnson C. Smith University, Howard University, Tennessee State, N.C. A&T State University, NC Central University, and Oakwood University to name a few. While donations are not required to watch the matchups, they are encouraged as HBCUs are missing out on critical funds that would normally be acquired during homecoming games.

Virtual Career/College Fair

In addition to the elimination of homecoming, students are missing out on opportunities to attend career fairs and tour schools, so the second part of this virtual activation consists of two tracks: a virtual career and college fair on platform Gamerjibe. The career fair will help connect college students with professionals and recruiters from lifestyle, fashion, music, and entertainment brands, including Cxmmunity and Bethesda Softworks, DTLR, and 300 Entertainment, which has guaranteed one internship to an attending student. Students can RSVP for an opportunity to conduct on-site interviews and also attend a live panel discussion. The second track will be for high school students, who will have the opportunity to meet with admissions from several participating HBCUs.

The fair will be set up like a game where students can create their own avatars and interact with participating brands and representatives that will have virtual “booths” set up. Anyone with an avatar can link it to their LinkedIn page or social media accounts to allow for easy networking. The fair portion of the activation will start at 12 p.m. and run through 3 p.m. on both Oct. 18 and Oct. 25.

“DTLR is excited to unveil this first-ever, two-part activation that serves to support HBCUs and their students -- both current and prospective -- by using esports and virtual experiences to help fill the void of in-person homecoming games, career fairs, and on-site school tours,” said DTLR’s Shawn Caesar. “By partnering with Cxmmunity and 300 Entertainment, we hope to generate critical support for participating HBCUs and to connect college students with representatives from top lifestyle and entertainment brands to help extend career opportunities during an uncertain time.”

About DTLR

DTLR is one of the country's most successful lifestyle retailers with over 240 stores in 19 states. Infusing together our passion for fashion, entertainment, sports, and community empowerment, there is no doubt we run the streets. In the fall of 2017, DTLR Inc. joined forces with the lifestyle retailer Sneaker Villa Inc. to form one of the nation's largest fashion chains. As we accelerate our growth, you can look forward to DTLR/VILLA continuing to bring you the hottest and latest fashions provided by top apparel and footwear brands like NIKE, JORDAN, ADIDAS, LEVIS, TIMBERLAND, UGG, NORTH FACE, CHAMPION, BILLIONAIRE BOYS CLUB, ETHIKA, PUMA, FILA, NEW ERA CAP and MITCHELL & NESS. Make no mistake: now, “Better Together,” we are the ONE STOP for young, trendsetting multicultural audiences. For more information, please visit www.DTLR.com.

About Cxmmunity

Cxmmunity; pronounced community; is committed to increasing minority youth participation in the esports and video game industry so that there is an equal opportunity as new jobs and professions are being created. We do this by ensuring that underserved k-12 institutions and HBCU students are developing skills within STEM and business-management by exposing them and providing access to video game publishers; film productions; sports and entertainment executives; professional athletes; and world-renowned artists. For more information, please visit www.cxmmunity.co/.

About 300 Entertainment

An American, independent label that takes the traditional model of a recording music company and flips it. The innovative boutique media and entertainment platform put artists first across genres, architecting career development with the mindset of an independent, but with the muscle of a major. The company has nurtured and developed some of the most prominent and culturally important artists of the decade. For more information, visit 300ent.com.