JD Sports Fashion is turning its attention to esports, the booming international video games competition arena. The UK’s biggest athletic sportswear retailer has signed a commercial partnership deal with Excel Esports.
ASOS has become the latest big fashion name to enter gaming, although its new multi-million-dollar deal with esports brand Fnatic isn't just about a game, it's a partnership with the two firms collaborating more widely.
Four characters from the video game – Doggo, Ramirez, Knight and Banshee – will now be able to don pieces inspired by collections from the French luxury house, which is also releasing physical Fortnite apparel.
The German sportswear company has expanded its partnership with the international esports organization, becoming its official global apparel partner, including for its North America professional teams and creators.
The footwear brand has joined forces with the global esports organization in order to celebrate the release of its All Family Tie-Dye collection with a build competition in popular sandbox video game Minecraft.
Following its first digital runway show dedicated to sustainable fashion in October of last year, the LA-based PR showroom agency is presenting Digital Cruise II, a virtual show created in partnership with EA Games.
The cosmetics brand is partnering with the video sharing app and gaming media platform Enthusiast Gaming for the launch of TikTok Gamers Got Talent, a live series showcasing the TikTok gaming community’s skills.