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.
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.
Zero merchandise = fans couldn’t express support offline.
Boom in streetwear culture in China gave mainstream fans a route in to the IP.
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.