JD Sports has revealed its partnership with MLBB Esports, in a brand new campaign called “The Up Your Game”.
The partnership with “The Up Your Game” campaign is about to unveil its exclusive merchandise that targets those who love playing computer games and those who love wearing fashionable clothes at the same time.
Posters and clothing items created on the basis of a well-known smartphone game, Mobile Legends: Bang Bang,which has millions of players across the globe will also compose a part of the collection.
By incorporating game-themed designs into stylish streetwear, JD Sports aims to attract a diverse audience, from hardcore gamers to casual fans looking to express their love for esports.
This partnership highlights a growing trend in which major retail brands are recognising the potential of esports as a cultural phenomenon.
“We’re thrilled to have laced up with one of the world’s most recognisable retailers in sports fashion.” Krystal Tan, Esports Business Development Manager at MOONTON GAMES, said.
“Traditional sports and esports have much in common, such as both taking place in competitive environments and offering immense entertainment value.” Krystal added.
As the world of esport continues to grow and enters the mainstream, JD Sports is taking an active role to this revolution.
Through this partnership, the brand not just benefits from the growing potential of its market but also shows its intentions to support the profession of esports.
JD Sports is working to ensure the gaming culture as an everyday habit, through the incorporation of video game merchandise into places of purchase.
Meanwhile, consumers will have the chance to buy MLBB-themed merchandise from a store exclusively, which will help fans get closer to their favorite games and teams.
Anything but merchandise, the “Up Your Game” campaign is a toast to gaming culture and its rise in power in society.
Along with MLBB Esports, JD Sports says gaming is not just a hobby; it’s a lifestyle that needs to be represented in the retail world.
This collaboration will strike a chord with the young generation, who are equally avid consumers and gamers.
By merging fashion and gaming, JD Sports creates a channel where its devotees can show interest in style.
