FACEIT and Gucci partner for grassroots esports campaign

15 October 2021


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.

Image credit: Swipe Right

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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 professionals in esports.” 

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Attisani also mentioned that the core function of the partnership will be empowering and celebrating esports talent. FACEIT and Gucci will support the growth of players as they climb the ranks of FACEIT and FACEIT Pro League. The companies will also work on amplifying the current stars that are positive role models in the community.

Gucci is not the only high fashion brand collaborating with esports brands. Armani and Louis Vuitton also revealed a number of partnerships and investments in both brands and tournaments over the last two years. 

Esports Insider says: A partnership between a fashion brand and an esports organisation, which is not directly tied to fashion items, is welcome news. Gucci seems to understand that real investment in esports can’t be made unless it is deeper than the surface. If the announcements are to be believed, Gucci and FACEIT might help esports teams and players a lot more than simply creating game-inspired clothing and accessories.

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