Prada Sportswear For Gamers Will Now Be Available On Ubisoft’s Riders Republic

The best of luxury fashion is pushing into the metaverse, as Prada partners with French gaming company Ubisoft’s popular outdoor winter sports game. Starting February 8, gamers can discover the new drip from the Prada x Riders Republic collaboration, which is featuring unique in-game activities and outfits into the outdoor sports playground game with the Prada Linea Rossa fashion line.

“We are thrilled to partner with a creative company like Ubisoft to offer our interpretation of the world of the game. Riders Republic it’s about outdoor sports and performance – the perfect match with the Linea Rossa collection and its DNA. Technology and innovation have always been an integral part of Prada; therefore, we will continue to explore new scenarios whenever interesting opportunities arise for the brand to build original and authentic experiences ” told Lorenzo Bertelli, Marketing Director & Head of Corporate Social Responsibility at Prada Group. 

The Flame, Wild Stripes and Camouflage Rock

Riders Republic players will be able to customize clothing and sports equipment (called The Flame, Wild Stripes, and Camouflage Rock) in-game, made especially by the Italian fashion house, Vogue notes. Gamers gliding through the snow within American National Parks will now be able to access digital looks and equipment, which reference the brand’s “iconic prints” with a “street attitude,” as per today’s statement.

Brands That Lept Into The Gaming Industry: Fashion

Besides Prada, other iconic premium brands that are stepping their way into the digital market include Louis Vuitton, Ralph Lauren, Burberry, and Balmain. With this many of fashion’s famed powerhouses bringing the beauty of clothing and equipment into the digital space, Morgan Stanley predicts massive benefits from entering the gaming and non-fungibles market early, as they foretell that that’s where 10% of the luxury market will be at by 2030, Vogue reports.

Prada x Addidas NFTs

Partnering up with the German sportswear brand Addidas this January, Prada is also entering the NFTs marketplace with a first-of-its-kind non-fungible token (NFT) collaboration that will feature user-generated art.

Going Beeple style for this project, Addidas Originals and Prada are set to collect 3,000 community-sourced artworks, that will be minted as NFTs and compiled as tiles in a single mass-patchwork NFT designed by renowned creative coder and digital artist, Zach Lieberman. 

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Sneh Dokania is an Economics major student with an inquisitive disposition seeking to articulate facts, information and news stories in a candid manner on Clout News.

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