Reflecting a growing embrace of the virtual by the fashion industry, online fashion retailer ASOS and gaming platform Fnatic today announced a three-year marketing partnership. The partnership will include ASOS logo placement on Fnatic jerseys as well as online activations. The partnership will also allow the brands to team up on branded in-game experiences and digital products.
Commenting on the effort in press, 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.”
The partnership will kick off with Fnatic’s upcoming League of Legends world championship jerseys, which are cited as garnering a viewership of over 100 million.