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Prada is partnering with Riders Republic, the multiplayer outdoor sports game from popular French gaming company Ubisoft, to outfit characters and offer branded sports gear as it progresses through the metaverse.
Riders Republic players will be able to customize their characters in Prada’s sportswear line of “Linea Rossa” sportswear and gear, made especially for the game by the Italian fashion house. Players skiing, biking, snowboarding, wearing wingsuits and rocket wings within the United States National Parks will have access to digital skins and gear, which reference the brand’s “iconic graphics” with a ” street attitude,” according to a statement published today. Called The Flame, Wild Stripes, and Camouflage Rock, they will be available starting February 8.
Prada follows a handful of major luxury brands jumping into the game, including Louis Vuitton, Balmain, Ralph Lauren and Burberry. The partnership will strengthen Prada’s position with the young and engaged consumers of the Riders Republic. Morgan Stanley predicts that early adopters will benefit from entering the metaverse and NFT gaming market, which will account for 10 percent of the luxury goods market by 2030. Prada recently partnered with Adidas to launch its first NFT, a creator generated by the user. own art project
Weekly challenges, called “Shackdaddy Bandits”, and other in-game activations will offer exclusive outfits.
“This provides a new platform for Prada Linea Rossa, where influences drawn from the world of technical sportswear are combined with streamlined silhouettes to redefine the idea of modern luxury,” Prada said in the statement. “The high-performance urban designs are crafted using innovative textiles and technologies, which are translated into the virtual world of Riders Republic.”
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