Asos has become the latest fashion retailer to break into the videogame and esports industry, launching a multi-million pound partnership with Fnatic.
Fnatic, the London-based esports organisation, has penned a three-year partnership with the online fashion giant which will see Asos become its official retail partner.
The pair will launch number of online and offline activations as part of their new tie-up including content series, AR filters and VR experiences.
It will also see Asos’ logo featured on all of Fnatic’s team jerseys, including upcoming bespoke alternative kits and digital kits, alongside branded in-game experiences and digital products.
“Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership,” Asos’ chief growth officer Robert Birge said.
“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.”
It is the latest in a growing stream of retailer brands seeking to establish a foothold in the increasingly lucrative esports space.
In January, Aldi and Lidl both signed separate partnerships with major esports teams, Team Vitality and SK Gaming.
Luxury brand Louis Vuitton was among the first to throw its hat into the ring, releasing a range of items in an exclusive partnership with League of Legends, the wildly popular action-strategy online multiplayer game which is frequently the focus of major esports tournaments, in December 2019.
Puma launched an esports collection in October 2019, following in the footsteps of sportswear rivals Adidas and Nike who are also partnering with esports brands.
K-Swiss also announced the release of the “world’s first e-sports performance shoe” back in July 2019, developed in collaboration with the Immortal Gaming Club (IGC).