Complexity Gaming and We Are Nations Launch ‘The Lab’, a First-of-its-Kind Innovation Initiative to Develop Products for Esports Athletes

BY Andrew Miesner / June 23, 2020

 Partnership Will Leverage Complexity’s Extensive Player-First Infrastructure to Research, Test, and Validate New Designs 

FRISCO, Texas – June 23, 2020 – Complexity Gaming, one of North America’s most elite and longest-standing esports organizations, today announced a partnership with We Are Nations, the world’s largest esportswear company, to launch The Lab, an innovation pipeline for the research and development of esports products. Together, the two organizations will help to enhance the pre-game, in-game, and post-game performance of professional esports athletes and casual gamers across the entire gaming industry.

“Our mission is to help the entire industry reframe the conversation and focus on holistic player well-being,” said Jason Lake, Founder and CEO, Complexity Gaming. “We Are Nations is the ideal partner to help us create next-generation products that stem from actionable insights and data that will drive the professionalization of esports.”

Through direct access to Complexity players and controlled testing environments within Complexity’s headquarters, the GameStop Performance Center (GSPC), the two organizations will measure the impact that new training materials, like haptic technology, have on cognitive and physical performance. Part of that intake will also include monitoring biometric data, comfort, function, and the mobility of Complexity athletes. Complexity and We Are Nations will facilitate structured research and testing throughout specified areas within the GSPC, including:

  • Cognitive Lab: Using the Cognitive Lab, Complexity will evaluate the ongoing progress of athletes’ basic capabilities, monitoring key performance indicators like reaction speed, memory, and inhibition.
  • Herman Miller Innovation Lab: Once initial prototypes are developed from findings, Complexity athletes will provide feedback in controlled private sessions in the Herman Miller Innovation Lab to further inform and adapt design and functionality.
  • Advanced Training Rooms: Products will then undergo stress testing in the GSPC’s advanced training rooms, which have the ability to mimic LAN competition using custom LED lighting, advanced sound engineering, adjustable ergonomic equipment, and precision climate control.

The Lab will leverage learnings to develop new products, equipment, and materials, which will ultimately be made available for both professional esports athletes and casual gamers. Additionally, The Lab will expand the scope of research to usher in future collaborations with new partners and third parties to bring more products to market on an ongoing basis.

“We Are Nations is dedicated to developing innovative products to be used by professional and social gamers alike, and we believe we’ll be able to lead the industry with the creation of The Lab,” said Patrick Mahoney, CEO, We Are Nations. “The unparalleled access to research and testing throughout the GameStop Performance Center and with Complexity athletes will allow us to take our product development a step further and help us to service gamers for a function well beyond comfort or style.”

The Lab will be integrated across Complexity’s existing infrastructure and is another step toward the organization’s vision of “Esports 3.0,” which aims to professionalize the esports industry overall. In the Herman Miller Innovation Lab, Complexity is already working with Herman Miller to conduct research around ergonomic equipment that will address the specific needs of gamers and prevent injuries. In partnership with The Sports Academy, the Cognitive Lab exists to develop, train, and improve core cognitive functions of esports athletes. Pairing We Are Nation’s expertise in product design with Complexity’s commitment to professionalizing player care, will further open doors and push boundaries for player performance.

In addition to The Lab, We Are Nations will also launch an esportswear line for Complexity players, streamers, and fans. The new product line will include jerseys, hoodies, shirts, joggers, hats, and more, and will feature various drops throughout the year, including Complexity Gaming, Complexity-Limit, individual influencer lines, and a branded capsule collection. All products will be specifically designed for both comfort and performance.

To purchase Complexity Gaming esportswear, please visit


About Complexity Gaming 

Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity’s esports teams have won more than 140 championships in nearly 30 game titles over its 15+ year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity has been continuously recognized as a global leader in modern esports. For more information on Complexity, visit and follow the organization on Twitter, Instagram, YouTube, TikTok and Facebook.

About We Are Nations 

We Are Nations is a specialist esportswear and retail company with locations based in the United States, United Kingdom and Australia with additional distribution partners around the world. The company provides merchandise design, sales, manufacturing, and distribution services for esports teams, leagues and other endemic and non-endemic brands operating in the esports industry. For more information, please visit