Asos has signed a three-year deal with Fnatic, an e-sports brand with 30 million users, many of them members of Gen Z. As Asos’ chief growth officer, Robert Birge, explains, “gaming and fashion are both passions for young adults,” and “Gen Z-ers increasingly express their style in both the physical and digital worlds.” The two companies will be co-developing “online and offline activations”, “branded in-game experiences” and “digital content.” The Asos brand will appear on all kits shown on Fnatic. This translates to about 30 sports and 200 championships. The Fnatic e-sports team, for instance, will be sporting the brand at its own tournaments, such as the forthcoming one for the League of Legends game, which usually draws about 100 million viewers.

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