The British-esports organisation Fnatic has announced a new partnership deal with the clothing brand ASOS. Set to see the pair work together to collaborate on a variety of activations, the deal will also see ASOS' logo appear on the front of all physical Fnatic jerseys, including the League of Legends World Championship kit, set to drop next week.
The partnership will also mark ASOS' first time partnering with an esports brand, and will even include the pair working on a "bespoke third alternative kit", which will be used by pro players and content creators in upcoming ASOS campaigns. The pair are also expected to be working on digital kits and branded in-game experiences and digital products.
"There are no other subcultures in the world that have influenced us more than gaming and fashion," said Fnatic CEO, Sam Mathews. "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."
