General Merchandise/HBC

7-Eleven Releases Limited-Edition Apparel Collection

Retailer teams up with Overtime and Easy Otabor for basketball-, convenience-inspired capsule
Photograph courtesy of 7-Eleven

IRVING, Texas — 7-Eleven Inc. is debuting a limited-edition apparel collection with Overtime and Easy Otabor, a designer, entrepreneur and art curator.

The collection, Overtime x 7-Eleven curated by Easy Otabor, is inspired by “Game to Eleven,” the phrase popularized by pickup basketball. The streetwear-meets-sportswear designs feature the convenience-store chain’s products such as Slurpees and Big Gulps intertwined with basketball themes. Included in the collection are 7-Eleven and Speedway-branded hoodies, T-shirts, hats and mesh shorts.

“We’re back with yet another collab for Brainfreeze Season that we think our customers are going to love,” said Marissa Jarratt, 7-Eleven executive vice president and chief marketing officer. “We can’t wait to see how our customers sport these designs both in and out of stores.”

The collection will be released on Aug. 5 at 1:00 p.m. ET at 7-Eleven.com/lp/Overtime. Customers can win the full capsule by purchasing select products at 7-Eleven, Speedway or Stripes stores as part of the retailer’s weekly giveaways through Brainfreeze Season.

“Overtime was built on creating an impactful digital community and brand, while Easy is one of the most influential people amongst art, streetwear and overall taste. 7-Eleven and Speedway are staples in our communities so partnering together on this collection just made sense,” said Tyler Rutstein, vice president and general merchandise manager at Overtime and OTE. “We wanted to create something that was bold and playful with a nod to each of our respective styles.”

Otabor added, “7-Eleven is one of the most recognized brands in the world, and to partner with them on such an iconic project is an honor. Integrating 7-Eleven’s renowned branding with my personal style resulted in a collection that people of all ages would enjoy, with a touch of nostalgia.”

For a chance to win the collection, customers can purchase select items through 7Rewards and Speedy Rewards loyalty programs or via 7NOW delivery. Participating products include Big Gulp fountain beverages, Slurpee drinks, Big Bite Hot Dogs, Red Bull, Fanta, Reese’s, Dunkaroos and more. When customers purchase the product featured on their 7-Eleven and Speedway app each week, they earn double entries for double the chance to win.

Individual merchandise will also be available for purchase at https://shop.overtime.tv starting at $50.

Overtime builds disruptive new sports leagues aimed globally at the next generation of sports fans and athletes. It owns and operates OTE in basketball and OT7 in football, and leverages digital-first content across its network of accounts engaging its community of more than 65 million fans and followers. Overtime’s business model is driven by sponsorships, brand relationships, e-commerce, licensing and media rights.

Based in New York City, Overtime is funded by venture capital firms, industry leaders and athletes, including Andreessen Horowitz, Spark Capital, Sapphire Sport, Bezos Expeditions (the personal investment company of Jeff Bezos), Micromanagement Ventures (the family of the late David Stern), Black Capital, Morgan Stanley Counterpoint Global, Blackstone Strategic Partners, PROOF, Gaingels, Alexis Ohanian, Drake and more than 30 NBA stars including Carmelo Anthony and Kevin Durant.

  • 7-Eleven is No. 1 on CSP’s 2022 Top 202 and 2021 Top 202 rankings of the largest U.S. c-store chains by number of company-owned retail outlets.

Irving, Texas-based 7-Eleven operates, franchises or licenses more than 77,700 stores in 19 countries and regions, including about 13,000 in the United States, including approximately 9,500 under the 7-Eleven banner, around 3,800 under the Speedway banner and about 500 under the Stripes flag, as well as the Laredo Taco Company and Raise the Roost Chicken and Biscuits brands. Customers can earn and redeem points on various items in stores nationwide through its 7Rewards loyalty program with more than 50 million members or place an order in the 7NOW delivery app in more than 2,000 cities.

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