ASOS unveils e-sports gaming apparel collection with Fnatic
ASOS has worked with e-sports performance brand Fnatic to curate a unisex collection of e-sports gaming apparel, following a three-year partnership signed between the two parties last autumn to create on- and off-line activations that unite the world of gaming and fashion.
Available from Monday 18 July, with prices starting at £28, the inaugural drop comprises pieces across Fnatic's Pro Wear, Summer, Autumn, and core lines.
The drop includes branded training kits for "marathon gaming sessions", Fnatic's official team jersey, featuring the ASOS sponsor logo, super-soft tees and joggers, along with low-key logo hoodies and sweatshirts.
Vanessa Spence, Commercial Design and Visual Director at ASOS, said: "We're incredibly excited about the latest iteration of our partnership with Fnatic. As e-sports continues to boom, we're seeing GenZ-ers increasingly express their style in both the physical and digital worlds. This is something we're excited to fuel through this partnership, bringing e-sports to life with a curation of apparel for both in and out of the gaming chair."
ASOS x Fnatic
Sam Mathews, Fnatic founder, added: "Bridging the gap between fashion and gaming is something we've been exploring in depth over the last 12 months. This latest launch with ASOS shows the appetite from the fashion e-commerce sector to tap into our Fnatic gaming community, and we're confident this drop will be something both gamers and a wider audience can wear alongside their favourite traditional brands."
The Fnatic range is available at ASOS from 18 July. Prices range from £28 to £100. More information can be found here.
Fnatic is a global e-sports performance brand headquartered in London. It was founded by Mathews in 2004 and since then Fnatic teams have claimed more than 200 championships across 30 different games and are one of the most successful e-sports brands of all time. Many brands use Fnatic as a platform to communicate with a Gen Z and Millennial audience.
