Fashion Gaming

Louis Vuitton and League of Legends: An unprecedented collaboration

Low-tier sport reserves support from a luxury fashion brand in France.

Luxury fashion brand Louis Vuitton has partnered up with League Of Legends game developer from Riot Games, marked a turning point for e-sports.

For this 2019 Worlds Championship, Louis Vuitton designed an exclusive trunk case for the Summoner’s Cup and in-game character’s costume. They announced all of these designs would be based on a modern and high-tech theme as Riot Games proposed.

The globally famous fashion brand from France had designed champion cups and cases for many popular events in the past including the 2018 FIFA World Cup, and the Australia Open. Along with Riot Games, they worked together to promote the Worlds 2019 campaign hosted in three European countries. The Grand Opening was held in Madrid and the Finals ended up in Paris as well as the closing ceremony.

Director of Global Partnership at Riot Games, Naz Aletaha, said she had looked for a partner that could suit the League Of Legends’s major event for so long and it was so lucky that Louis Vuitton finally became their official sponsor. “We are so happy that Louis Vuitton is the official partner of designs that impact the history and sophistication at the world’s largest League Of Legends event. They understood and appreciated e-sports right away.” she said. 

This would be the most historical relationship ever of 2 companies, it shows how much impact that Riot Games has created over 9 years and proving that they are a potential partner for famous brands.

It is the first time Summoner Cup has been awarded with an additional case and it is also the first Louis Vuitton’s design attends a big e-sports event like this. In addition, Louis Vuitton designed a special edition of watch for each champion of the tournament, with only five watches produced.

Before Louis Vuitton, Nike and New Balance were also famous brands that ‘invaded’ the e-sports market. New Balance has become SKT Team’s exclusive sponsor for many seasons and Nike has recently become the official sponsor for Chinese League of Legend (LPL) teams, providing gaming uniforms and equipment. However, while Nike and New Balance are sports brands, the participation of a luxury fashion label is a completely different story.

They announced there are two important items in this collection: a case for the champions’ trophy and in-game character skins. Riot describes the designs as featuring “both traditional Louis Vuitton savoir-faire, along with cutting-edge, high-tech elements inspired by the League of Legends universe.” They were designed by Nicolas Ghéquiere – artistic director of the women’s collection. Moreover, every members from two teams who attend the final received a Discovery Backpack worth over $2,000 USD. Louis Vuitton also designed two in-game characters, Qiyana and Senna. Riot is donating 20% of the profit from selling these skins directly to the tournament prize pool which has already reached over $4 million USD.                                                                                                                                  

Previously, Louis Vuitton had cooperated with Virgil Abloh to release a game called Endless Runner to extend their popularity and hook up young customers to their new collection, so it is not too surprising for their fans. It can be said that if League of Legends is monopolizing the esport area in terms of commerce and media as well as global coverage, Louis Vuitton also owns a similar position in the field of fashion.

The combination of Riot Games and Louis Vuitton was a breakthrough in the media activities of Riot Games. The final award ceremony of the League of Legends World Championship 2019 took place in Paris, the home of Louis Vuitton. Overall, Louis Vuitton has ended this Worlds Championship Season 9 with lots of successes and they surprised all League Of Legends fans by reserving exclusive watches for the last moment.

Image credit: Riot Games

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