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25 July 2024
Esports has a spike! Adidas launched Fortnite bundle with personalization options on same day as Olympic Esports Games announcement
The growing importance of Esports in popular culture is manifesting itself in mainstream sports and fashion. Two days ago, the International Olympic Committee (IOC) announced the creation of the Olympic Esports Games. On the same day, separate from the IOC news, Adidas launched a collaborative bundle in partnership with Fortnite.
The Rise of Esports
E-sports is quickly becoming a significant part of global sports culture, as evidenced by the International Olympic Committee's (IOC) announcement of the Olympic Esports Games, which will debut in Saudi Arabia in 2025. This initiative marks a milestone in the recognition of e-sports as a legitimate and influential discipline on the world stage. The decision is in line with the growing interest and participation in e-sports, with Saudi Arabia emerging as a key player. IOC Member HRH Princess Reema Bandar Al-Saud stated that the country has 23.5 million gamers, nearly half of whom are women, highlighting the inclusive and broad appeal of e-sports across different demographics. This mirrors the broader global trend of e-sports attracting millions of fans and participants, illustrating its significant role in shaping modern sports culture. (The announcement was published on July 23 on https://olympics.com/ioc/news/ioc-enters-a-new-era-with-the-creation-of-olympic-esports-games-first-games-in-2025-in-saudi-arabia.)
Adidas and Fortnite Collaboration Focuses on Personalization
Independent of the IOC news, but absolutely in line with this cultural shift, Adidas has collaborated with Fortnite to release the Three Stripe Squad Bundle, which has been available to players since July 23. This collaboration brings Adidas' styles to the virtual world, allowing players to express their individuality through customizable Adidas-inspired characters and accessories in Fortnite. The bundle offers a range of personalization options, including five human and five Adidas creature heads, three color zones, and two logo choices. This level of customization encourages players to experiment with their in-game appearance, reflecting Adidas' commitment to self-expression and creativity.
Three Stripe Squad Bundle
The Three Stripe Squad Bundle is based on the classic 'Ruby' Fortnite outfit and includes two matching accessories: the Sole Slasher Pickaxe and the Adid-a-lotl Back Bling. These items are designed to enhance the player's experience, whether in battle or socializing within the game. Available in the Fortnite store from July 23 to July 29, this collaboration not only highlights Adidas' innovative approach to blending fashion and gaming, but also underscores the broader trend of major brands becoming part of the e-sports culture.
Image: Campaign visual for 'The Three Stripe Squad' by Adidas in partnership with Fortnite. The collaboration bundle was released in Fortnite on July 23 and will be available until July 29, 2024.
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