Subnation enters partnership with Fred Segal

Esports entertainment holding company Subnation Media has announced a partnership with clothing retailer Fred Segal.

The deal will see the two parties join forces to launch ARTCADE, a ‘dynamic retail experience’ located on Sunset Strip in Los Angeles and within the Metaverse.

Image credit: Subnation, Fred Segal

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The retail space will feature a dedicated streaming studio that will play host to live podcasts and esports alongside a physical NFT gallery. Details on the esports activities set to take place were not disclosed. Items on sale can be purchased in-store or within the Metaverse using cryptocurrency. 

Doug Scott, Co-founder and Chief Managing Director at Subnation, spoke on the partnership: “The Metaverse is going to play an important role in the future of culture, and many brands are trying to understand how they can incorporate it into their current marketing and sales strategies.

“With physical and digital experiences seamlessly fusing together, and consumer entertainment and shopping behaviors shifting, Subnation embraced Web3 tools and partnered with Fred Segal to design and develop a new format for shopping experiences.”

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The collaboration marks Fred Segal’s entrance into the esports industry. The shop on Sunset Strip will sell a range of gaming hardware along with a range of digital skins and the first jewellery line to enter the Metaverse using digital art.

Subnation is no stranger to the industry. In 2021 alone, the company has acquired an equity interest in North American Fortnite team XTRA Gaming and has partnered with Green Bay Packers wide receiver Marquez Valdes-Scantling to launch Trench Made Gaming. According to the release, the esports streaming studio will host Trench Made Gaming.

Jeff Lotman, CEO and Owner of Fred Segal, added: “In recent years, we have seen the retail industry’s massive transformation in the retail industry, which inspired us to completely reimagine how consumers will shop. Working with Subnation, we are building the next generation of retail experiences that will attract creators, engage consumers, and reshape the cultural landscape.”

Esports Insider says: Although details on how esports would be involved, the partnership between Subnation and Fred Segal is certainly an interesting one as it aims to create a brand-new physical and virtual retail experience. It will be interesting to see how esports is utilised as interest in the Metaverse continues to rise.

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