Esports tournament organiser FACEIT has announced a grassroots esports-focused partnership with luxury fashion brand Gucci.
According to the release, the two parties will work together on projects related to community growth and the self-development of esports players.
This is not the first foray into esports by Gucci. The fashion brand has been active in the industry since 2020, when it first collaborated with esports brand Fnatic on a custom watch. Since then, Gucci also worked with 100 Thieves on a clothing partnership and has designed digital bags for Roblox.
Said to ‘go deeper than the previous partnerships between fashion and esports brands’, this agreement looks to heavily emphasise investment in esports on more levels.
Michele Attisani, Co-Founder & CBO of FACEIT, noted: “I do believe that in 2021, it’s not enough for a company to simply recognise an opportunity, something like gaming for example. Every major brand needs to use its voice to stand for something as well. FACEIT was founded to create a more equitable way for players to become