×
80 813
Fashion Jobs
FOSSIL
Americas Digital Marketing Manager
Permanent · Plano
ULTA BEAUTY, INC.
General Manager
Permanent · North Greenbush
ULTA BEAUTY, INC.
Retail Sales Manager
Permanent · North Greenbush
NORDSTROM
Inventory Control Specialist - Shops at Merrick Park
Permanent · Coral Gables
NORDSTROM
Asset Protection - Security Ambassador - Springbrook Prairie Pavilion Rack
Permanent · Naperville
NORDSTROM
Inventory Control Specialist - Fashion Valley
Permanent · San Diego
NORDSTROM
Asset Protection - Agent - Great Lakes Crossing Rack
Permanent · Auburn Hills
NORDSTROM
Asset Protection - Agent - Liberty Tree Rack
Permanent · Danvers
NORDSTROM
Asset Protection - Security Ambassador - The Grove
Permanent · Los Angeles
NORDSTROM INC
Manager - Asset Protection - Southpark
Permanent · Charlotte
NORDSTROM INC
Inventory Control Specialist - Alderwood Mall
Permanent · Lynnwood
NORDSTROM
Asset Protection - Agent - Miracle Marketplace Rack
Permanent · Miami
NORDSTROM
Asset Protection - Agent - South Loop Rack
Permanent · Chicago
NORDSTROM
Asset Protection - Agent - Phipps Plaza
Permanent · Atlanta
NORDSTROM
Asset Protection Agent
Permanent · Towson
NORDSTROM
Asset Protection Coordinator - East Coast Fulfillment Center
Permanent · Elizabethtown
NORDSTROM
Asset Protection - Agent - Chapel Hills East Rack
Permanent · Colorado Springs
NORDSTROM INC
HR Business Partner - West Coast Omni Center (Riverside, ca)
Permanent · Riverside
NORDSTROM
Asset Protection - Security Ambassador - East Coast Fulfillment Center
Permanent · Elizabethtown
NORDSTROM
Asset Protection Agent - East Coast Fulfillment Center
Permanent · Elizabethtown
NORDSTROM INC
Human Resources Director – Digital Operations & Care
Permanent · Seattle
NORDSTROM INC
Area Manager - Asset Protection - Michigan Rack Stores
Permanent · Troy
Published
Sep 26, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

ASOS in major gaming deal with Fnatic

Published
Sep 26, 2021

ASOS has become the latest big fashion name to enter the gaming world, although its new multi-million-dollar deal with esports brand Fnatic isn't just about creating a game as is the case with some labels. Instead, it's a partnership that includes the two firms collaborating more widely.


ASOS/Fnatic



The three-year link-up will see them co-developing both online and offline activations, as well as creating those all-important branded in-game experiences and plenty of digital content. One benefit for ASOS will mean it reaching out directly to the 30 million Fnatic users, most of them in the core Gen Z demographic that the fashion e-tailer targets

The ASOS logo will appear on the front of all team jerseys for the Fnatic team, which includes the forthcoming League of Legends annual World Championship tournament. That typically gets 100 million+ viewers. And it doesn’t stop there. In fact, the logo will appear on all kits featured on Fnatic, which means 30+ sports and 200 championships.

Gaming has become a key marketing channel for fashion firms with big names in luxury like Burberry, Gucci, Stella McCartney and Balenciaga having entered gaming in recent periods. It’s also been a key focus for sneaker brands such as Vans, while Adidas has a kit deal with G2 Esports. Last year, Gucci also released a Fnatic branded watch.

ASOS chief growth officer Robert Birge said: “Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. Gen Z-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.”

And Fnatic CEO Sam Mathews added: “Through this partnership with ASOS, we will empower all gamers to find their unique voice and style, inside and outside of the game.”

Copyright © 2021 FashionNetwork.com All rights reserved.