Dignitas launches Mob Psycho apparel with Times Square ad

North American esports organisation Dignitas will release a limited Mob Psycho 100 apparel capsule on July 3, 2026, and has staged a digital billboard takeover in New York City’s Times Square that displays both Dignitas and Crunchyroll branding.

The apparel collection was developed through a licensing collaboration with the Mob Psycho 100 franchise and coordinated with Crunchyroll. The Times Square display went live before the capsule drop and serves as the public kickoff for the retail rollout.

Dignitas said it used a recent integration with corporate financial network Brex, which it employs for expense management and treasury operations, to secure the Times Square advertising slot via Brex’s corporate rewards infrastructure.

Pete Szilagyi, Dignitas CFO and COO, said the campaign was intended to validate fan interest on an “iconic world stage” and to create a “highly memorable experience” rather than focus solely on online impressions.

Brandon Cansler, Dignitas’s merchandise lead and creative director, is overseeing the capsule drop and the rollout logistics as the club expands its retail and lifestyle operations. The organisation cited growing demand for anime-themed apparel in esports merchandising and highlighted the Brex arrangement as the reason for the high-profile ad placement.

Dignitas framed Mob Psycho 100 as thematically aligned with competitive play, calling the property one that centres on maintaining composure under pressure and delivering at full capacity when it matters. The club also noted the collaboration fits its plan to target specific fan communities; Dignitas recently entered competitive play in Pokémon Unite and continues to field rosters in League of Legends, Fortnite, Rocket League and World of Warcraft.

The Times Square creative includes Crunchyroll’s corporate branding alongside the Dignitas logo. Dignitas said the campaign is intended to increase visibility among fans who follow both esports and anime.