Shopify Rebellion
Shopify Rebellion is a privately held North American esports organization founded in 2021 that fields competitive rosters across 12+ game titles, sells branded merchandise directly to consumers via a Shopify storefront, and partners with brands like Razer and co-owners Ludwig and Cr1TiKaL to reach gaming fans, players, and collegiate competitors.
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What Shopify Rebellion does
Shopify Rebellion is a privately held North American esports organization founded in 2021 by Jeremy Steeves and Dario Wünsch as the gaming division of Shopify. The company fields competitive rosters across 12+ esports titles — Halo, League of Legends, Rocket League, Rainbow Six Siege, VALORANT, Super Smash Bros. (Melee and Ultimate), Street Fighter 6, 2XKO, StarCraft II, and Apex Legends — and maintains a dedicated training facility ("Rebellion HQ") for players, content, and streaming operations. Corporate headquarters are listed at 85 10th Avenue, Suite 800, New York, with founders and operations centered in North America.
The organization's product surface spans four pillars: competitive esports teams that monetize through tournament prize money and league association revenue; a direct-to-consumer merchandise storefront powered by Shopify selling jerseys ($60-$90), apparel, water bottles, hats, hoodies, and limited-edition capsule collections; strategic sponsorship and co-ownership deals — most prominently with Razer (hardware/peripherals) and content creators Ludwig Ahgren and Charles White Jr. (Cr1TiKaL), both co-owners since January 2025; and an in-game virtual goods line (Rocket League cosmetics). Distribution is exclusively DTC through shopifyrebellion.gg, with free global shipping and DDP international fulfillment.
The go-to-market model is community- and creator-led, leveraging the personal brands of co-owners Ludwig and Cr1TiKaL alongside a roster of signed creators (Rizzo, Zizaran, CJCJ, Retals, Muramina) for audience amplification across YouTube, Twitch, Twitter/X, Instagram, Discord, and a monthly Rebellion Digest email newsletter. The organization expanded into collegiate esports in April 2026 via the Follett Higher Education–sponsored Chalked Cast Collegiate Invitational (16 North American teams, $10,000 scholarship prize), and entered League of Legends in 2024 through an acquired LCS slot previously held by TSM. Primary customer segments are esports fans, professional players (recruited and retained via competitive infrastructure), collegiate gamers, and content creators.
Shopify Rebellion firmographics
Firmographics- Name
- Shopify Rebellion
- Legal name
- Shopify Rebellion
- Website
- https://shopifyrebellion.gg
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Short description
- Shopify Rebellion is a privately held North American esports organization founded in 2021 that fields competitive rosters across 12+ game titles, sells branded merchandise directly to consumers via a Shopify storefront, and partners with brands like Razer and co-owners Ludwig and Cr1TiKaL to reach gaming fans, players, and collegiate competitors.
- Ownership category
- akta.pro rank
Shopify Rebellion industry classification
Industry- Product category
- Professional Esports
- NAICS
- Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)
- akta.pro secondary industries
- Customized & Personalized Fan Gear Retail (CRAMAOAJ), Sports, Concert & Venue Gift Shops (CRALAJAH)
Keywords
Where Shopify Rebellion is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Shopify Rebellion business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain
Revenue model
- Merchandise Sales: Direct-to-consumer sales of branded merchandise including esports jerseys, apparel, accessories, and limited-edition collaborative drops. The organization operates an e-commerce storefront powered by Shopify, selling products such as jerseys ($60-$90), water bottles ($20), hats ($35), and various apparel items ranging from $8 to $175. Standard shipping is free on all orders.
- Sponsorship & Brand Partnerships: Strategic partnerships with gaming hardware and peripheral brands. The organization has a partnership with Razer for gaming gear, with their teams using Razer mice, headsets, and keyboards. Additional co-ownership arrangements with content creators (Ludwig Ahgren and Charles White Jr./Cr1TiKaL) bring associated brand value and audience engagement.
- Esports Competition Prize Money: Revenue generated through competitive success across multiple esports titles including Halo, Rocket League, League of Legends, Rainbow Six Siege, Valorant, Super Smash Bros., Street Fighter 6, and 2XKO. Teams regularly achieve first-place finishes at regional and international tournaments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Official 2026 Jersey - Standard fit esports jersey with moisture-wicking polyester |
| One time/ perpetual license | Pay-as-you-go | Customizable 2026 Jersey - Personalized with gamertag or player name |
| Unit Pricing | Pay-as-you-go | Stainless Steel Water Bottle |
| Unit Pricing | Pay-as-you-go | Rebellion New Era Hat |
| Unit Pricing | Pay-as-you-go | Apparel and Accessories |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels7 records
Shopify Rebellion product offering
Product offeringCore offering
Shopify Rebellion is a multi-title professional esports organization that fields competitive rosters across Halo, League of Legends, Rocket League, VALORANT, Rainbow Six Siege, Super Smash Bros., Street Fighter 6, 2XKO, StarCraft II, and Apex Legends. It sells branded merchandise—jerseys, apparel, accessories, and limited-edition collaborations—directly to consumers through a Shopify-hosted e-commerce storefront. The organization also runs content creator programs and community tournaments such as the Chalked Cast Collegiate Invitational.
Product overview
Shopify Rebellion is an esports organization operating as a unified brand combining competitive esports teams across multiple game titles with a direct-to-consumer merchandise e-commerce store. The organization fields competitive rosters in Halo, League of Legends, Rocket League, StarCraft II, Street Fighter 6, VALORANT, Apex Legends, Rainbow Six Siege, Super Smash Bros. Melee, Super Smash Bros. Ultimate, and 2XKO. The merchandise store (powered by Shopify) sells branded apparel including jerseys, t-shirts, hoodies, accessories, and collectibles. The product portfolio includes both the esports team divisions and the consumer merchandise product line, with some items tied to specific team achievements (e.g., championship merchandise). The company also hosts events including the Chalked Cast Collegiate Invitational and produces content through its creator program.
Differentiator
Problem solved
Functional benefit
Products and services
- Official Merchandise Storefront
Quantifiable outcome
- 247,000 peak viewers for Rainbow Six Siege Major final - most watched BLAST Esports R6 Major ever
- +3 more outcomes
Companies that use Shopify Rebellion
Customer profileSegments4 records
Ideal customer profiles3 records
Shopify Rebellion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shopify Rebellion partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered major, supporting and core.
- Follett Higher EducationmajorCollaboration to launch the Chalked Cast Collegiate Invitational, a national collegiate Rocket League tournament scheduled for April 29-30, 2026. The partnership aims to connect students through esports while providing campus retailers with opportunities to strengthen student engagement. 16 teams from North American colleges competed for $10,000 scholarship prize.
- Chalked Cast / CJCJsupportingPartnership with CJCJ (Cameron Johns) and Chalked Cast podcast for Rocket League collegiate tournament organization. CJCJ is an Australian former pro Rocket League player turned content creator and podcast co-host.
- FlyQuest FGCsupportingPartnership with FlyQuest FGC for 2XKO tournament collaboration. Inzem partnered with FlyQuest FGC and SonicFox for Frosty Faustings XVIII, becoming 2XKO Duos Champions.
- RazercoreStrategic partnership with Razer for gaming gear. Razer provides mice, headsets, and keyboards for Shopify Rebellion teams. The partnership was announced as a major milestone, with Razer being described as 'as player focused as we are.' Teams use Razer products including the Sentinel's edition Viper V3 Pro.
- Moist Esports / Ludwig AhgrencoreLudwig Ahgren and Charles White Jr. (Cr1TiKaL) joined as co-owners of Shopify Rebellion going into the 2025 season. The partnership brought Moist Esports teams including Apex Legends, Super Smash Bros. Melee, Super Smash Bros. Ultimate, and Street Fighter 6 into the Shopify Rebellion organization. They previously collaborated on MxS Valorant projects.
- Moist Esports / Charles White Jr. (Cr1TiKaL)coreCharles White Jr. (Cr1TiKaL) joined as co-owner bringing his content creation expertise and Moist Esports brand. The partnership allows for fielding more teams, deeper fan investment, and more player support.
- TSMmajorShopify Rebellion took on TSM's LCS (League of Legends Championship Series) slot as TSM pursued opportunities outside the league. The former TSM League of Legends roster began competing under the Shopify Rebellion banner starting in the 2024 season.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Shopify Rebellion competitors and assessment
Company assessmentDirect peers
- TSM: Direct peer — Shopify Rebellion acquired TSM's LCS slot in 2023 to enter League of Legends. TSM fields rosters across multiple titles with global content and sponsorship operations.
- OpTic Gaming: Direct peer — competing head-to-head in Halo and Rainbow Six Siege, with historical rivalry in Call of Duty. Comparable multi-title North American footprint.
- Cloud9: Direct peer as a North American multi-title esports organization competing in LCS, VCT, Halo, and other titles. Comparable scale and roster breadth.
- Team Liquid: Direct peer as a globally scaled multi-title esports org with strong StarCraft II and Rocket League programs — direct overlap with two of Shopify Rebellion's strongest rosters.
- 100 Thieves: Direct competitor as a multi-title esports organization with a strong direct-to-consumer apparel business and content creator roster. Closely comparable on the combination of competitive teams and apparel-first DTC strategy.
- FaZe Holdings (FaZe Clan): Direct peer as a public multi-title esports and gaming-lifestyle organization with strong merchandise and creator overlap. Comparable business model across competitive teams and consumer brand.
- FlyQuest: Direct peer — partnered with Shopify Rebellion on 2XKO collabs and operating in the same FGC/North American circuit. Comparable values-driven branding around esports.
- NRG Esports: Direct peer in VALORANT Challengers and LCS, with overlap in the same North American competitive scene and broader content/creator ecosystem.
- Sentinels: Direct peer competing primarily in VALORANT (VCT Challengers), with overlapping engagement in Shopify Rebellion's tier-one VALORANT push. Comparable creator-led brand building.
Emerging players
- Andbox (XSET successor): Emerging peer in the North American esports and gaming-lifestyle space, similar in combining competitive operations with content and merchandise. Comparable multi-vertical positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Shopify Rebellion social profiles
Digital presenceShopify Rebellion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shopify Rebellion leadership team
Management profileNumber of profiles
Profiles4 records
Shopify Rebellion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shopify Rebellion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shopify Rebellion
What does Shopify Rebellion do?
Shopify Rebellion is a multi-title professional esports organization that fields competitive rosters across Halo, League of Legends, Rocket League, VALORANT, Rainbow Six Siege, Super Smash Bros., Street Fighter 6, 2XKO, StarCraft II, and Apex Legends. It sells branded merchandise—jerseys, apparel, accessories, and limited-edition collaborations—directly to consumers through a Shopify-hosted e-commerce storefront. The organization also runs content creator programs and community tournaments such as the Chalked Cast Collegiate Invitational.
Is Shopify Rebellion a public or private company?
Shopify Rebellion is a private company. It is classified as corporate owned and is currently operating.
When was Shopify Rebellion founded?
Shopify Rebellion was founded in 2021.
Where is Shopify Rebellion based?
Shopify Rebellion is headquartered in New York, United States, in the North America region.
How does Shopify Rebellion make money?
Three revenue lines are on record. Merchandise Sales are the primary driver. The others are sponsorship & Brand Partnerships and esports Competition Prize Money.
Who are Shopify Rebellion's main competitors?
Direct peers on record are TSM, OpTic Gaming, Cloud9, Team Liquid, 100 Thieves, FaZe Holdings (FaZe Clan), FlyQuest, NRG Esports and Sentinels. Andbox (XSET successor) is listed as an emerging player.
Does Shopify Rebellion have an API?
No public API is recorded for Shopify Rebellion.
What industry is Shopify Rebellion in?
Shopify Rebellion's product category is Professional Esports. Its primary akta.pro industry code is CRAMABAO, Sports Collectibles, Fan Gear & Licensed Merchandise Retail, with a secondary code of CRAMAOAJ, Customized & Personalized Fan Gear Retail. Its NAICS code is 45912 and its SIC code is 5945.