The Swiss menswear specialist Strellson is cooperating with the esports organization Ovation, which represents gamers and content creators in the gaming industry.
To kick off the collaboration, Ovation organized a training camp where Strellson’s FW22 collection was photographed, the brand announced on Monday. In addition, gamers wore the looks during the Fortnite Champion Series Finals, a tournament final of the video game Fortnite, which is particularly popular with Gen Z and the younger demographic. In the future, own tournaments and other possible integrations of the brand into the world of video games are to follow.
“We have long recognized the potential that gaming offers and are now excited to announce our collaboration with Ovation eSports. For us, it wasn’t a question of if we would get into gaming, but more of when and how,” said Nicolai Zereske, Strellson’s Head of Marketing & Visual Merchandising. “What is particularly exciting for us: Esports offers us a unique opportunity to approach Generations Y and Z in a very authentic and target group-specific manner.”