Asos and Fnatic announce fashion and gaming tie up
London-based esports performance brand, Fnatic, has announced a three-year, multi-million pound partnership with online fashion retailer Asos.
It’s the first time Asos has teamed with an esports brand.
As part of the deal, both brands will develop and deploy multiple online and offline activations.
Asos’ logo will appear on the front of all physical Fnatic team jerseys, including the upcoming League of Legends World Championship jersey, scheduled to be released next week.
The pair will collaborate on a variety of different activations, including content series with Fnatic pro talent and creators, such as Tekkz, Mushway, Loeya and Moonryde, alongside VR experiences and AR filters.
The partnership will also see the brands work together on a bespoke third alternative kit and Fnatic pro players and creators feature in upcoming Asos campaigns.
And there is a commitment to working together on digital kits in the future and to producing branded in-game experiences and digital products.
Fnatic CEO, Sam Mathews, says: “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 them.”
Robert Birge, Chief Growth Officer, Asos, says: “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.”
“We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland.”
