Fnatic, the London-based global esports performance brand, announced a three-year partnership with ASOS, the online fashion retailers. As part of the deal, both brands will develop and deploy multiple online and offline activations, bringing the gaming and fashion world together.
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The agreement marks the first time in ASOS’s history that it has partnered with an esports brand. As part of the deal, ASOS’s logo will appear on the front of all physical Fnatic team jerseys, including the upcoming League of Legends World Championship jersey.
Fnatic and ASOS will collaborate on a variety of different activations, including multiple 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 see Fnatic pro players and creators feature in upcoming ASOS campaigns. In addition, the two brands have committed to working together on digital kits in the future and to producing branded in-game experiences and digital products.
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.”
Robert Birge, Chief Growth Officer, ASOS, said, “Gaming and fashion are both passions for young adults and as esports continues to boom, we’re incredibly excited about this partnership. GenZ increasingly expresses 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.”