First “Smurfing” apparel collection for gamers with Cloud9

Created especially for Cloud9, the L.A. based global sports brand, the collaboration features a full line of uniquely designed hoodies, tees, jerseys, and accessories, with the exciting addition of a new character: “Gamer Smurf”!
With its matching colors and sense of fun, Cloud9 and The Smurfs partnered in hopes to strike feelings of joy and nostalgia with fans as the collaboration pays homage to childhood classic, The Smurfs, and C9’s history of smurfing in their competitions.  


The term, “Smurfing”, was created by two World of Warcraft players using alternate accounts under the names of Papa Smurf and Smurfette to describe when high-level players create new accounts to play against and beat lower-ranked players.  
Over time, the practice of Smurfing and the term has evolved into one of the most popular memes used to celebrate the most exciting and winningest moments in gaming and esports. 


As a nod to the history of Smurfing, Cloud9 enlisted legendary WoW players, Venruki and Ziqo, to be featured in their launch commercial.


Over the last 60 years, The Smurfs has become a worldwide phenomenon that has expanded into films, more television series, theme parks, video games, toys, apparel and more. 


The Smurfs X Cloud9 collection is available at the