A day before BlizzCon, Blizzard Entertainment trademarked the Overwatch logo.
During the Overwatch panel Q&A, Chris Metzen responded a fan there are plans to give fans some of the Overwatch backstory in some ways.
The logo trademark includes printed matter such as comic books, graphic novels, novels, and other media such as headgear, clothing and footwear.
Looks like we might be hearing soon of new Overwatch merchandise. So far the first one was on sale at BlizzCon online store: the Tracer statue (slated to ship on February 2015).