Fnatic and ASOS are to 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, and is a key component of the retailer's evolution.
As part of the deal, ASOS’s logo appears on the front of all physical Fnatic team jerseys, including in the League of Legends World Championship jersey.
To increase ASOS' brand awareness amongst the digital youth of today, driving purchase intention and to position ASOS as the style maker for gamers both in real life and in the digital world.
The gaming community is tough to win over, so it would be vital to make sure this partnership felt organic and not at all forced.
Together we looked at how we could penetrate the gamer psyche and bridge the gap between gaming and everyday culture - which is becoming all the more synonymous.
The objective was two-fold: enable ASOS to organically enter the esports and gaming space whilst facilitating their partner to elevate beyond the sector.
"Fnatic has a long and storied legacy of success, so ensuring we find partners that align with our values and winning mentality is imperative. We know SPORTFIVE is best placed to help us secure the right partnerships."
Craig Edmondson, Chief Commercial Officer at Fnatic
A collaborative effort between the SPORTFIVE teams in the UK and US put ASOS on the front of one of the most visible jerseys in esports, and in Fnatic, you have a brand that is truly global, with seven different esports teams, and based in three countries.
Aside from the on-shirt visibility, it was key to create content that showcases the crossover of fashion and gaming and how people can embrace their individual style.
Lastly, as we enter a new age where the physical and digital meet, the partnership enables the ability to create products for both the digital and physical worlds to be sold on asos.com.
"The Fnatic organization was the perfect fit for Asos, with the brand looking to connect the passion points of their consumers in gaming and fashion. SPORTFIVE was thrilled to bring these two partners together."
Jesse Gilmer, Vice President Commercial Sales at SPORTFIVE