What did they do?

Adidas partnered with Team Vitality to design official jerseys, launch AM4 "VIT.01" esports-inspired sneakers, and create a lifestyle collection.

Why was it brilliant?

• Blended sportswear and esports performance.

• Reached a younger, digital-native audience.

• Showcased innovation with esports-themed sneaker design.

What did they do?

Puma partnered with Cloud9 to provide team jerseys, fan apparel, and a global streetwear-inspired collection.

Why was it brilliant?

• Blended esports and fashion.

• Appealed to both gamers and streetwear fans.

• Positioned Puma as a long-term player in gaming.

What did they do?

Nike partnered with T1 Esports to create a full apparel line and enhance player training with specialized programs and top-tier facilities.

Why was it brilliant?

• Elevated gamers as athletes.

• Strong synergy with T1’s fanbase.

• Combined performance and style.

What did they do?

Ralph Lauren partnered with G2 Esports in 2021, becoming their official fashion partner and providing apparel. They launched digital campaigns on TikTok and Twitch, and featured G2's star in a Wimbledon ad.

Why was it brilliant?

• Connected luxury fashion with esports.

• Reached a younger, digital-first audience.

• Used innovative marketing through social platforms.

What did they do?

Mercedes-Benz sponsored League of Legends Worlds 2020, providing cars, creating the "Worlds MVP" award, and running a luxury-meets-esports campaign.

Why was it brilliant?

• Engaged a younger, digital audience.

• Merged luxury with gaming innovation.

What did they do?

Bang & Olufsen partnered with Astralis in 2020, providing high-quality products for their teams and sponsoring Astralis' FIFA team. They also developed future gaming products together.

Why was it brilliant?

• Created gamer-specific products.

• Positioned Bang & Olufsen as a leader in gaming audio.

• Expanded their reach through Astralis' network.

What did they do?

Dolce & Gabbana teamed up with Razer to launch an exclusive gaming collection featuring limited-edition chairs, headsets, and apparel with D&G branding. Only 1,337 pieces were released.

Why was it brilliant?

Luxury meets gaming: A bold fusion of high fashion and esports.
Exclusive appeal: Limited availability drove demand.
Expanded reach: Engaged both fashion lovers and gamers.

What did they do?

H&M launched a League of Legends collection under its Divided line, featuring affordable gaming-inspired apparel and accessories.

Why was it brilliant?

Made gaming fashion accessible to a wider audience.
Blended high-street fashion with gaming culture.

What did they do?

AAPE by A Bathing Ape collaborated with Riot Games to create a League of Legends-inspired streetwear collection featuring hoodies, T-shirts, and accessories.

Why was it brilliant?

• Gaming meets streetwear: Blended esports and fashion culture.

• Leveraged both brands' fanbases: Reached a global audience.

• Exclusive appeal: Limited-edition designs drove demand.

What did they do?

Louis Vuitton designed a trophy case for the League of Legends World Championship and launched a game-inspired capsule collection with in-game skins and physical apparel.

Why was it brilliant?

• First luxury brand to integrate into gaming.

• Merged digital and physical fashion.

• Reached millions of gamers worldwide.

What did they do?

Nike teamed up with esports organization FaZe Clan to launch a limited edition sneaker collection, featuring a digital camouflage design on the LeBron NXXT Gen sneaker.

Why was it brilliant?

• Gaming meets streetwear: Merged sneaker culture with gaming.

• Leveraged FaZe Clan's fanbase: Reached millions of loyal followers.

• High demand: Limited release created hype in both gaming and fashion circles

What did they do?

Gucci partnered with Fnatic to release a limited edition Gucci Dive watch collection, with only 100 numbered pieces sold exclusively on Gucci's website.

Why was it brilliant?

• Created hype: Limited edition strategy appealed to both luxury and gaming.

• Merged fashion and esports: Blended high fashion with gaming.

• Targeted affluent gamers: Attracted a young, digitally engaged audience.

What did they do?

Fenty Beauty teamed up with Riot Games to release a limited edition makeup collection inspired by Arcane, which sold out fast.

Why was it brilliant?

• Unique blend: Merged gaming and beauty.

• New audience: Reached beauty-loving gamers.

• High demand: Showcased the power of gaming communities.