Prada has partnered with game developer Ubisoft’s multiplayer platform Riders Republic, an online game featuring action sports such as snowboarding, wingsuiting or mountain biking. The Italian luxury fashion brand has provided virtual skis, snowboards and bikes specially designed for the game, as well as sportswear that players can equip themselves with. In the real world, the brand had already added hardware like skis to its Prada Linea Rossa ski collection for the FW 2021 season.