eSports team ZETA DIVISION has wrapped up "ZETA DIVISION 5TH ANNIVERSARY POP UP," a three-day pop-up held from Friday, July 31 to Sunday, August 2, 2026, at the Harajuku concept store V.A.
Pop-Up at Harajuku's V.A.
Since its founding, ZETA DIVISION has pursued a new culture built around a gaming lifestyle, extending beyond eSports through content from its roster of creators, large-scale offline events organized in-house, and a collaboration with Sonic the Hedgehog.
For its fifth anniversary, the team chose V.A., the concept store directed by fragment's Hiroshi Fujiwara, as its stage. The store sits where street culture, fashion, and art intersect, and it draws visitors from around the world as a landmark for cross-genre culture. ZETA DIVISION's brand message of creating new value beyond the framework of eSports aligned with the culture V.A. represents.
Opening Reception
On the night of Thursday, July 30, ahead of the pop-up's opening, ZETA DIVISION held an opening reception at the venue. Guests from the eSports industry, as well as fashion, art, and entertainment, attended.
Invited guests mingled and celebrated ZETA DIVISION's fifth anniversary together.
The Venue
During the event, V.A.'s storefront windows were wrapped in ZETA DIVISION's logo, giving the store a strong presence on the streets of Harajuku and Jingumae. Inside, a special exhibition space celebrated the team's five-year journey, built exclusively for the event to let visitors experience ZETA DIVISION's path so far and look ahead to what's next.
More than 3,000 people visited over the three days, introducing the brand to fans as well as people encountering ZETA DIVISION for the first time.
ZETA 5TH ANNIV. POP UP ITEMS
The pop-up sold a range of limited-edition items, including an anniversary T-shirt marking the team's fifth year, apparel focused on the team's players and creators, new pieces from the "HAVE FUN WITH ZETA" line, and a game shirt with a back name from the Sonic the Hedgehog collaboration.
Post-Event Sales
Following the close of "ZETA DIVISION 5TH ANNIVERSARY POP UP," ZETA DIVISION is running post-event sales as follows.
"HAVE FUN WITH ZETA" New Arrival
Sales begin: Tuesday, August 4, 2026, 8:00 PM
Items are sold from stock, and sales end once the planned quantity sells out.
"ZETA 5TH ANNIV. POP UP ITEMS"
Order window: Tuesday, August 4 to Sunday, August 16, 2026, 11:59 PM
APEX LEGENDS GOODS
Pre-order sales of items originally sold at a fan meeting.
Order window: Tuesday, August 4 to Sunday, August 16, 2026, 11:59 PM
Purchase here: https://zetadi.vision/store
