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ASOS combine fashion with gaming

Esports organisation Fnatic has announced a three-year deal with online fashion and cosmetic retailer ASOS as the org’s Official Retail Fashion Partner. The reported ‘multi-million pound… View Article

FASHION

ASOS combine fashion with gaming

Esports organisation Fnatic has announced a three-year deal with online fashion and cosmetic retailer ASOS as the org’s Official Retail Fashion Partner.

The reported ‘multi-million pound partnership’ will include on-and-offline activations, as well as ASOS’s logo placement on the front of Fnatic’s jerseys. This will include the organisation’s League of Legends World Championship jersey, which is scheduled to debut next week.

Fnatic CEO, Sam Mathews, said: “There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences.

“Through this partnership with ASOS, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with ASOS.”

The deal marks the first esports brand partnership for ASOS. The agreement promises multiple content series featuring Fnatic athletes and creators in upcoming ASOS campaigns and Fnatic produced content.

Robert Birge, Chief Growth Officer, ASOS, commented: “Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. GenZ-ers increasingly express their style in both the physical and digital worlds and this is something we’re excited to fuel.”

According to the press release, the two brands will also work together on a ‘bespoke third alternative kit’ as well as ‘digital kits, branded in-game experiences and digital products’. Among these will be ‘VR experiences and AR filters’.

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