Fnatic and ASOS sign three-year deal to bridge the worlds of gaming and fashion

Fnatic and ASOS sign three-year deal to bridge the worlds of gaming and fashion

Fnatic and ASOS sign three-year deal to bridge the worlds of gaming and fashion

  • The multi-million-pound partnership sees gaming and fashion brands, Fnatic and ASOS, join forces to empower gamers to express their physical and digital style
  • It marks the first time the online retailer has worked with an esports brand
  • Alongside a number of online and offline activations, the deal will see the ASOS logo placed on the front of all Fnatic team jerseys

London, 24th September - Fnatic, the London-based global esports performance brand, has today announced a three-year partnership with ASOS, one of the world’s leading online fashion retailers. As part of the deal, both brands will develop and deploy multiple online and offline activations, bringing the gaming and fashion worlds together.

The agreement marks the first time ASOS has partnered with an esports brand. As part of the deal, 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. In addition, the two brands have committed to working together on digital kits in the future and to producing branded in-game experiences and digital products.

Fnatic CEO, Sam Mathews, said: “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.”

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.”


About Fnatic:

Fnatic is a global Esports performance brand headquartered in London. It is laser-focused on leveling up gamers, thanks to its digital ecosystem and physical products. Founded in 2004 by Sam Mathews, Fnatic teams have since claimed more than 200 championships across 30 different games and are one of the most successful esports brands of all time. Beyond winning prestigious championships, Fnatic’s mission is to be the flagship brand for performance. Fnatic is the channel through which the most forward-thinking brands communicate with Gen-Z and Millenials, with a reach of over 30 Million across its official, player and creator channels. It delivers industry-leading content, experiences, and activations through its offices and facilities in cities between London and Tokyo. For more information, visit Fnatic.com

About ASOS

ASOS is an online retailer for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be. Through its market-leading app and mobile/desktop web experience, available in ten languages and in over 200 markets, ASOS customers can shop a curated edit of over 85,000 products, sourced from a constantly evolving mix of more than 850 of the best global and local third-party brands and its range of fashion-led in-house labels – ASOS Design, ASOS Edition, ASOS 4505, ASOS Luxe, As You, Collusion, Reclaimed Vintage, Topshop, Topman, Miss Selfridge and HIIT. ASOS aims to give all of its customers a truly frictionless experience, with an ever greater number of different payment methods and hundreds of local deliveries and returns options, including Next-Day Delivery and Same-Day Delivery, dispatched from state-of-the-art fulfilment centres in the UK, US and Germany.

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