Cross Border Trading: GUCCI Takes The Lead In Popular Tennis Games And Releases New Tricks.

In June 4th, GUCCI introduced a new cooperative project -- cooperation with Wildlife's popular hand tour "Tennis Clash" (tennis legend). The cooperation project will be officially launched in June 18th, when the game will provide GUCCI thematic costumes for the players, and also organize a GUCCI open competition (GUCCI OPEN).

Let's watch the video clip.

The two characters in the game, Diana and Jonah, will be replaced by GUCCI single items, including sportswear, sports shoes, socks and headwear. The two roles have two sets of GUCCI theme models. And sharp eyed students should not be hard to find that these single products are products sold by GUCCI, such as the apple logo T-shirt in the 2020 early spring series, the double G print sports suit which was first published in the 2018 early autumn series. GUCCI also encourages players to start with a series of identical equipment and "integrate with the virtual characters in the game".

The GUCCI open will be a time limited tournament. There will be prominent GUCCI elements in racket and court.

As for why we choose to cooperate with tennis hand travel, we can easily find the connection between brand and tennis through GUCCI files and new products. The GUCCI Tennis logo, which runs through this cooperation, has appeared in the early autumn series of brand 2019. Alessandro Michele discovered this pattern in the brand archive archive. It was originally designed by the brand for the country club in 1986-87 years. After that, Michele rebuilt it in T-shirts, sweaters, sweaters, and one-piece clothes.

In the early 70s of last century, GUCCI launched tennis shoes to meet the fashionable demand of celebrities at that time. GUCCI representative shoe shoes Ace series sports shoes are brand collectors tennis shoes. In the early spring series of 2020, the designer also launched a brand new Tennis 1977 series sneakers inspired by a low profile tennis shoe in the archive.

The cooperation with Tennis Clash is not only "tennis" but also "video games". From the brand perspective, GUCCI has added a new block in the app, Gucci Arcade Gucci Arcade, and has launched nearly ten games.

But after all, GUCCI is working hand in hand with the outside world (which is different from the brand itself). This is a new trend now: cross-border cooperation between luxury brands and video games. Last year, there was cooperation between Louis Vuitton and the League of heroes. This year, the interaction between "animal Sen" and the fashion circle began with the spontaneous action of the players, and later came the official end of Valentino, Marc Jacobs and Net-a-Porter.

? ? ? Cooperation with video games will undoubtedly be one of the most important ways to communicate between luxury brands and young consumers. The most common and simplest part is to replace the luxury brand clothing with the characters in the game. The technical and cultural bases behind these operations are quite mature. What kind of new ways will there be in the future? Let's wait and see. There are two thoughts. Can the field of image force create more new sparks?