Esports, a relatively new rapidly growing industry, has millions of fans and players around the world. Although it's a male-dominated field, Laura has been making a significant contribution to the industry since its early days. One of the first women in Sweden working on the organizational side of the business, Laura has been a strong advocate for diversity and inclusion in esports. As a colleague, she is always inspiring and pushing boundaries. From creating engagement through ownership of NFTs connected products to heading up the creation of esport’s “always-on” fan engagement platform – Laura is truly a digital fashion-punk queen.

For the past 6 years Laura has overseen the transformation from simple fan apparel to a holistic fashion brand inside of an esports team. She was the first ever Esports Merchandiser and pushed forward the first technical jersey for esports. One of the pioneers in the esports industry regarding digital assets as NFTs, Laura has successfully broken the internet with a Digital Jersey selling out in 2 minutes 22 seconds. 

She is leading a digital transformation through a collaboration between  NIP, FILA and FIC where she brings consciousness to sustainability through gamification strategies and wearable tech. 

Laura has been the driving force behind NIPs CSR initiatives and product partnerships with sustainable ambitions. A constant theme in Laura’s work at NIP is leveraging technology to accelerate innovation within the fashion industry. She represented NIP at COP27 in Egypt, EIT Climate-KIC. Hosted at the UNFCCC Global Innovation Hub, Laura participated in a panel with members from  FILA and FIC to discuss fighting climate change. Furthering her commitment to systemic change, on behalf of NIP, Laura signed the Sustainable Web Manifesto to declare a continued commitment to creating a sustainable internet.

Text by: Margaret Steiner- Ninjas in Pyjamas May, 2023