Italian luxury fashion brand Gucci is working with esports company ESL FACEIT Group to produce a new short-form documentary series.
Set to be broadcast on Gucci’s YouTube channel, the series follows the lives of three notable personalities from the world of esports and showcases their status as role models amid a challenging professional environment.
The two parties have been working together since 2021, when Gucci and FACEIT announced a collaboration to help foster community growth and player self-development. The pair launched the Gucci Gaming Academy last year, which offers players the opportunity to enhance their skills through dedicated coaching sessions and teamwork activities.
The first chapter of the series premieres today (February 9th) and features the story of Jorien ‘Sheever’ van der Hejiden. The well-respected female esports host was diagnosed with breast cancer in 2017 and takes viewers through her journey to remission, balancing her work and passion for esports throughout.
The second chapter will follow French CS:GO star Mathieu ‘Zywoo’ Herbaut. The player was the youngest-ever invitee to FACEIT’s Pro League when he was just sixteen, but focused on his education first, not joining a professional team until he had been through school.
The third and final showcase is Minnesota Lynx basketball star and Team Liquid Brand Ambassador Aerial Powers. The 2019 WNBA Championship winner is a keen gamer and is also on the Diversity and Inclusion task force which campaigns for safe spaces for women and ethnic minorities in gaming.
The deal is by no means Gucci’s only foray into esports. The brand also launched a short-term collaboration with British gaming organisation FNATIC, which featured an exclusive Gucci watch and the team’s League of Legends players being given front-row seats to a Gucci show.
