Fnatic Announces Asos As Official Retail Fashion Partner

London-based esports organisation Fnatic has announced a three-year deal with British online fashion and cosmetic retailer ASOS as its Official Retail Fashion Partner.

The partnership will include on-and-offline activations, create branded in-game experiences and digital content, as well as ASOS’s logo placement on the front of all Fnatic’s jerseys, spanning over 30 sports and 200 championships.

This will include the organisation’s forthcoming League of Legends World Championship jersey, which typically nets over 100 million viewers.

The deal marks the first esports brand partnership for ASOS. The agreement promises multiple content series featuring Fnatic athletes and creators in upcoming ASOS campaigns and Fnatic produced content, as well as VR experiences and AR filters.

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.”

The deal unlocks ASOS to Fnatic’s 30 million users and its gen Z demographic, the core demographic that the fashion retailer targets.