TRIUMVIR CAPCOM PARTNERSHIP
Project Overview:
Riding off of the success of our Nike SB collaboration shoe, Capcom’s licensing department had reached out to build an ongoing relationship around a series of Street Fighter capsule collection. Four limited releases later and we had established ourselves as a prominent member and genuine contribute in the Street Fighter eSports community.
Problem:
In the early 00’s eSports was still in its infancy stages, while gaining momentum, it was a unique subculture sharing little overlap with other trending cultures at the time. How do you take streetwear culture which was heavily rooted in skateboarding, street style and hiphop and market towards a predominately gaming-focused audience?
Solution:
We thought gaming-first and immersed ourselves in the world of eSports and Street Fighter lore. Through a carefully orchestrated effort of comms planning, audience research, PR and brand and influencer collaborations, we established ourselves as a credible, but fashion-forward, entity within the Street Fighter eSports community. This was accomplished through grassroots gaming events, sponsorship of top players and involvement and sponsorship with the EVO eSports series. What started as a one-off collaboration evolved into a 4-year relationship with Capcom with what was arguably the most authentic clothing collaboration they had done to date. As a product and marketing partner not only was the clothing authentic to the audience, but the authenticity we created for ourselves in an audience that typically wasn't fashion forward.
My involvement: Audience research, brand & influencer partnerships, digital strategy, PR, CRM and comms planning
Relevant Links:
Riding off of the success of our Nike SB collaboration shoe, Capcom’s licensing department had reached out to build an ongoing relationship around a series of Street Fighter capsule collection. Four limited releases later and we had established ourselves as a prominent member and genuine contribute in the Street Fighter eSports community.
Problem:
In the early 00’s eSports was still in its infancy stages, while gaining momentum, it was a unique subculture sharing little overlap with other trending cultures at the time. How do you take streetwear culture which was heavily rooted in skateboarding, street style and hiphop and market towards a predominately gaming-focused audience?
Solution:
We thought gaming-first and immersed ourselves in the world of eSports and Street Fighter lore. Through a carefully orchestrated effort of comms planning, audience research, PR and brand and influencer collaborations, we established ourselves as a credible, but fashion-forward, entity within the Street Fighter eSports community. This was accomplished through grassroots gaming events, sponsorship of top players and involvement and sponsorship with the EVO eSports series. What started as a one-off collaboration evolved into a 4-year relationship with Capcom with what was arguably the most authentic clothing collaboration they had done to date. As a product and marketing partner not only was the clothing authentic to the audience, but the authenticity we created for ourselves in an audience that typically wasn't fashion forward.
My involvement: Audience research, brand & influencer partnerships, digital strategy, PR, CRM and comms planning
Relevant Links:
