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When Gaming Meets Streetwear

We gave League of Legends fans a way to express themselves in real life because we believe that loving your team offline is just as important as doing it online.

 

Brand Challenge

Create pop culture relevance for League of Legends, while authentically celebrating what they love. Broaden the appeal of League Of Legends beyond Esports fans and take it mainstream, driving incremental revenue.

 

Cultural Opportunity

Zero merchandise = fans couldn’t express support offline.

Boom in streetwear culture in China gave mainstream fans a route in to the IP.

 

Business Solution

We paired Riot Games with Nike to create the world’s first esports apparel line. Our work positioned League of Legends’s China league as the most culturally relevant esports property, while celebrating all sixteen (16) professional League of Legends teams in China.

GET IN TOUCH TO LEARN HOW WE DID IT

BD@culturegroup.asia