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ASOS announces gaming collaboration with esports brand Fnatic

Tom Shearsmith
24 September 2021

ASOS has announced a three-year partnership with London-based global esports brand, Fnatic, developing multiple online and offline activations, bringing the gaming and fashion worlds together.

The agreement, which marks the first time ASOS has partnered with an esports brand, will see ASOS’s logo will appear on the front of all physical Fnatic team jerseys, including the upcoming League of Legends World Championship jersey, scheduled to be released next week.

The tournament is the annual, premier event for League of Legends esports, with teams from across the globe competing for a multi-million-dollar prize pool.

Fnatic and ASOS will collaborate on a variety of different activations, including multiple content series with Fnatic pro talent and creators, such as Tekkz, Mushway, Loeya and Moonryde, alongside VR experiences and AR filters.

The partnership will also see the brands work together on a bespoke third alternative kit and see Fnatic pro players and creators feature in upcoming ASOS campaigns.

Finally, ASOS and Fnatic have committed to working together on digital kits in the future and to produce branded in-game experiences and digital products.

Robert Birge, Chief Growth Officer, ASOS, said: “Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. 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.”

Fnatic CEO, Sam Mathews, added: “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.”

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