Prada's technical sportswear-infused line Linea Rossa has entered the world of fashion gaming. Following in the footsteps of other luxury brands including Louis Vuitton, who previously partnered with League of Legends, Prada have debuted three sporting outfits for the video game Riders Republic® in partnership with Ubisoft. Having recently released their first NFT with adidas, Prada's integration into the metaverse is gathering pace.
Launching 8 February, gamers will be able to dress their characters by choosing one of three Prada Linea Rossa outfits; The Flame, Wild Stripes and Camouflage Rock, with accessories including skis, snowboards and bikes. Special in-game activations will immerse players into a Prada-ified take on the outdoor sports game.
Sports and fashion have long been bound by subcultural ties; for example take football and the Italian sportswear clothes worn by Casuals in the 1980s, or skateboarders and surfers cloaked in Stüssy. As the winter Olympics takes place in Beijing, Prada recognises the potential for tapping into online gaming and sports at a crucial moment.