Italian luxury label Prada has inked a deal with French video game developer Ubisoft to outfit the characters in the Riders Republic video game with the Linea Rossa collection. Riders Republic is a hugely popular multi-player extreme sports video game that was launched in October 2021 for PlayStation, Xbox and pc.

From February 8, Riders Republic gamers will find sections of the Riders Ridge meeting area decked out in the colours of Prada Linea Rossa - a collection that combines luxe fashion with a performance apparel line focused on winter sports - enjoying an immersive themed experience, as Ubisoft stated in a press release.

The collaboration will feature unique initiatives and activities, including the ‘Prada Beyond the Line’ event, a new, creative way to enjoy one of the most epic snow parks in Riders Republic. Players will also be able to use Faction x Prada Linea Rossa skis, as well as Riders Republic Jumbo bikes and the new Freestyle snowmobiles for free.

Ads

Players will be able to obtain new Prada-designed gaming outfits by competing in weekly challenges, as well as by completing contracts from the in-game Prada sponsor programme that features new equipment such as bikes, skis, snowboards and two additional exclusive outfits, available on February 16.

“We are excited to partner with such a creative company like Ubisoft to offer our own interpretation of the gaming world. Riders Republic is about outdoor sports and performance – the perfect match with the Linea Rossa collection and its DNA,” said Lorenzo Bertelli, the Prada Group’s marketing director & head of Corporate Social Responsibility.

“Technology and innovation have always been a natural part of Prada, so we will continue to explore new scenarios whenever interesting opportunities for the brand arise to build original and authentic experiences,” added Bertelli.

“We are thrilled to have been given the opportunity to work with Prada to design original sports outfits and gear under their Linea Rossa collection and bring them to Riders Republic,” said Arnaud Ragot, game director at Ubisoft Annecy. “We thrive by offering our players a rich and diversified experience in the game and look forward to hearing what they have to say about this exciting new content and original in-game collection,” added Ragot.

Riders Republic will also feature a Free Weekend initiative on PS5, PS4, Xbox Series X|S and Xbox One on February 10-14, when all players will have full access to the original game content.