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Volume 23 No. 18
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Louis Vuitton has designs on esports

Deal with League of Legends will result in unique trophy case for upcoming world championship, in-game costumes for digital world, and clothing for real life.
The trophy case features Louis Vuitton’s iconic logo and design.
Photo: riot games
The trophy case features Louis Vuitton’s iconic logo and design.
Photo: riot games
The trophy case features Louis Vuitton’s iconic logo and design.
Photo: riot games

Riot Games’ League of Legends has upped its fashion game, signing a deal with French ultra luxury brand Louis Vuitton, which is making its first foray into esports.

The multiyear deal will be announced this week and terms are not being disclosed. It is based around Louis Vuitton creating a special trophy case that will house the Summoner’s Cup, the League of Legends hardware that is given out annually to its world champion.

The company will also work with Riot Games to produce in-game costumes — called skins — that players can use in the digital world, and a collection of actual clothing that people can wear in real life.

Naz Aletaha, Riot Games’ head of global esports partnerships and business development, noted that Louis Vuitton creates a similar trophy case for the FIFA World Cup in soccer.

“Esports and gaming have grown to a scale that starts to rival traditional sports and entertainment properties,” said Aletaha. “[League of Legends] has an entire culture and lifestyle built up around it. We have our own music, our own art, so fashion was really a natural next step for us.”

The trophy case features Louis Vuitton’s iconic logo and design, with additional elements related to League of Legends. It will be unveiled publicly at the Eiffel Tower in Paris and eventually given out Nov. 10 in the same city, where League of Legends is holding its world championship this year.

The world championship is where the best teams from the 13 regional leagues around the world meet to crown the ultimate winner. The new sponsorship deal does not grant Louis Vuitton rights to activate in the regional leagues. Next year’s world championships will be in China and then will shift to the U.S. in 2021.

The fashion line is still being designed but Aletaha said it should come out either late this year or early next year. Louis Vuitton’s women’s wear director, Nicolas Ghesquiere, is designing the line.

“The League of Legends World Championship is not only the climax of the tournament; it’s where the world of sports and entertainment come together in celebration of new legends to be born,” said Louis Vuitton Chairman and CEO Michael Burke in a prepared statement. “Louis Vuitton has long been associated with the world’s most coveted trophies, and here we are today, alongside the Summoner’s Cup. We are thrilled to be part of such an iconic event.”

No outside agencies were used on the deal.

For more coverage of the business of esports, visit our partners, esportsobserver.com.