Global esports performance brand, Fnatic has secured a three-year partnership with ASOS, marking the first time that the retail giant has teamed with an esports brand.
As part of the deal, both brands will develop and deploy multiple online and offline activations, bringing the worlds of gaming and fashion together.
ASOS’ logo will also appear on the front of all physical Fnatic team jerseys including the upcoming League of Legends World Championship jersey, due to be released this week.
The tournament is the annual premier event for League of Legends esports, with teams across the globe competing for a multi million dollar prize pool.
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.
“There are no other subcultures in the world that have influenced us more than gaming and fashion,” commented Sam Mathews, ceo at Fnatic. “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 at ASOS, continued: “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.”
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