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.
Crew Clothing is extending its partnership with Williams Racing as apparel support for the F1 motor racing team’s upcoming season. A new multi-year agreement will see the UK outfitters brand launch a new spring range.
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.