Italian luxury fashion brand Gucci has partnered with Faceit, a London-based e-sports platform founded in 2012, to form an Esports academy.
The purpose of this Esports academy is to hone and improve the level and professional skills of players through individual training courses and group activities. At the same time, discovering and nurturing young talents, promoting a healthy competitive environment. Thereby helping the players reduce both physical and mental pressure during the competition.
Gucci’s move is considered a breakthrough in the luxury industry. And in fact, this is not the first project Gucci has invested in the field of e-sports. Right from January 2020, Gucci invited the giant of the European and American e-sports industry – Fnatic, specifically the Fnatic League of Legends team, to attend Gucci’s autumn-winter 2020 fashion show. Following that in June of the same year, Gucci launched a limited edition Gucci Dive watch, produced only 100 pieces worldwide.
In 2021, Gucci teamed up with the North American League of Legends 100 Thieves club to launch a limited edition Esports bag. Although the target audience is very limited, these moves by Gucci are more like an early test for long-term strategies than short-term marketing strategies to attract customers for a short period of time.
In addition, Faceit and Gucci have selected 4 potential players to participate in this Esports academy. They are: 18-year-old Polish player “mwlky” Lukasz Pachucki; 19-year-old Latvian player “shadiyy” Mārtiņš Gūtmani; 24-year-old Polish player “DGL” Brajan Lemecha. Finally, the 20-year-old player “EspiranTo” Rokas Miasauskas from Lithuania – an active member of Faceit
In the immediate future, all four of these players are participating in the Faceit Pro League (FPL), the premier league for the most multiplayer shooter game Counter-Strike: Global Offensive (CS: GO).
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