Fnatic re-releases Champion collaboration through Twitch activation

London-based organisation Fnatic and sportswear brand Champion recently gave fans an opportunity to purchase their previously sold-out collaborative hoodie in a first-of-its-kind activation on Twitch.

A Twitch extension that tested hand-eye coordination – built in collaboration with Hackerloop – gave players that achieve high scores to gain access to purchase the hoode for a limited period of time on June 28th.

Image credit – Fnatic

Benoit Pagotto, Brand Director at Fnatic discussed the purpose behind the brand activation in a release: “The Fnatic X Champion hoodie represents one of the most demanded products from our fans so we wanted to give them another chance to those who missed out the first time. As a games company at heart, we wanted to do something a little bit different that gave more opportunity to purchase than just being the first person in the queue, adding our own block to the traditional product raffle or drop, which are based on randomness.

We are always looking to find innovative ways to reward our fans, collaborating with Twitch and Hackerloop on this activation felt like a perfect fit to accomplish that.”

The hoodie was first launched in January 2019 as part of a collectors pack for fans to celebrate the organisation’s run in last year’s League of Legends World Championship in South Korea. Upon the initial launch, the pack sold out within 15 minutes.

Valentin Squirelo, Founder of Hackerloop added: “Twitch extensions were already a huge engagement driver by offering awesome interactive experiences to the viewers. Thanks to this collaboration with Fnatic we have been able to go even further and use extensions to convert this engagement into direct sales.”

Esports Insider says: This is a unique way of allowing fans to purchase a highly sought after item. The plus side of having it behind a ‘skill test’ extension is that it’s more likely that fans are the ones purchasing the hoodie, rather than those looking to sell it on upon arrival.