The luxury brand will create a unique cup storage case for the League of Legends World Championship winner.
The French company Louis Vuitton and Riot Games, the organizer of eSports tournaments, have announced the beginning of cooperation. As part of the partnership, the fashion brand has unveiled a unique Trophy Travel Case designed to store the Summoner Cup, which will be awarded to the winner of the League of Legends World Championship. The case is decorated with a recognizable brand print and contains elements that refer us to the world of the game.
In addition, in the near future, Louis Vuitton and Riot Games will present a capsule collection of clothes from Nicolas Ghesquière, Artistic Director of Women's Collections at Louis Vuitton, as well as in-game digital assets such as champion skins.
The League of Legends World Championship has been hosted by Riot Games since 2011. It features top players from around the world vying to be the top player in League of Legends, one of the most popular strategy games on desktop. Every year the championship is watched by tens of millions of people from all over the world.
The collaboration will allow Louis Vuitton to take part in esports competitions, that is, to expand its influence in a field that is still far from the world of luxury. The creation of digital assets will ensure that a fashion brand is recognizable to an audience that is nothing like the brand’s usual customer base. But only at first glance - so, Chinese consumers can be one of the target audiences under this partnership, as Louis Vuitton is actively developing in China, where the esports market is growing and the luxury segment is very strong.
As esports sees 14% year-on-year growth, global brands are increasingly turning their attention to video game competition. Here you can find such famous names as State Farm, Gillette, Red Bull, Ax and Honda.
Louis Vuitton company Recently, it has become very active in the digital world, promoting its brand through various channels and platforms. So, last year, the LV Virtual Advisor was launched on Facebook Messenger, which is able to offer consumers the “ideal product”. Louis Vuitton is also among the luxury brands that are expanding their presence in the popular Chinese messenger WeChat, joining Bulgari, Cartier, Coach, Tiffany, Burberry and diamond merchant Chow Tai Fook.