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Prada is teaming up with popular French gaming company Ubisoft’s outdoor multiplayer sports game Riders Republic, to outfit characters and offer branded sports gear as it pushes further into the metaverse.
Riders Republic players will be able to customise their characters in Prada’s sportswear line of “Linea Rossa” clothing and sports equipment, made especially for the game by the Italian fashion house. Gamers who go skiing, biking, snowboarding, wingsuiting and rocket wingsuiting within the American National Parks will have access to digital looks and equipment, which reference the brand’s “iconic prints” with a “street attitude,” according to a statement released today. Called The Flame, Wild Stripes and Camouflage Rock, they will be available from 8 February.
Prada is the latest luxury brand to jump into the metaverse with a user-generated, creator-owned art project in partnership with the German sportswear megabrand. Vogue Business has the exclusive details.
Prada is following on from a handful of major luxury brands jumping into gaming, including Louis Vuitton, Balmain, Ralph Lauren and Burberry. The partnership will strengthen Prada’s position with Riders Republic’s engaged, young consumers. Morgan Stanley predicts that early adopters will benefit from entering the metaverse gaming and NFTs market, set to account for 10 per cent of the luxury goods market by 2030. Prada recently teamed up with Adidas to launch its first NFT, a user-generated, creator-owned art project.
Weekly challenges, called “Shackdaddy Bandits”, and other in-game activations will offer exclusive outfits.
“This provides a new platform for Prada Linea Rossa, where influences drawn from the world of technical sportswear are blended with streamlined silhouettes to redefine the idea of modern luxury,” Prada said in the statement. “High-performance urban designs are crafted using innovative technologies and textiles, which are translated into the virtual world of Riders Republic.”
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