Ambitious eyewear brand, Unofficial has created a new eight-piece collection of sunglasses and two blue light filter frames co-branded with Fortnite.
Dropping today (19 May) across Europe and Latin America, each piece in the new collection features an iconic element from the Fortnite universe.
The partnership was brokered by IMG, Fortnite’s exclusive worldwide agency for consumer products licensing.
To amplify the official release of the frames in markets across Europe and South America, Unofficial has taken the brand’s concept of ‘celebrating your Unofficial self’ a step further with the marketing campaign ‘PLAY THE FRAME’: You don’t wear the new collection, you play it.
Via a series of bold, disruptive activations spanning POS, social, paid media, and digital, harnessing the brand’s fashion expertise and network of 4,000 stores, the campaign will not only promote the new frames, it will also expand the reach of Fortnite’s world and community.
A spokesperson at Unofficial, said: “With a penchant for the unexpected, it makes sense that Unofficial’s hotly anticipated new collection of eight sunglasses and two blue light filter frames will make eyewear history as the first Fortnite-branded eyewear collection. The collaboration brings Unofficial well and truly into the global Gen Z conversation.”