Fnatic, the UK-based esports organisation, has partnered with Hello Kitty to launch a limited-edition apparel collection.
The collection launched on 15th November, coinciding with Fnatic’s launch in Japan, and more drops are expected before the end of the year.
A result of working with Japanese design and licensing company Sanrio, the collection includes joggers, jackets, jerseys, caps, T-shirts, mousepads, stickers and keycaps. Premium embroidered hoodies and caps, made by Champion, are also available.
Commenting on the news CEO of Fnatic, Sam Mathews, said:
“Hello Kitty is a globally recognised icon – we are excited to work with Sanrio to introduce her to esports and our fans around the world as we continue to seek out, amplify and level-up every gamer on the planet.”
While COO and Head of Business Development at Sanrio, Craig Takiguichi, added:
“As a leading lifestyle brand and one of the pioneers of esports, Fnatic is great partner for our flagship character as we look into expanding our consumer touchpoints in the gaming space.
“This fun, yet unexpected collection merges Hello Kitty’s iconic image with Fnatic’s gaming designs for the perfect lifestyle crossover. We look forward to launching this program with Fnatic and debut Hello Kitty to a new audience.”
Fnatic also has commercial partnerships in place with AMD, Chillblast, LeTou, NewZoo, OnePlus, Rivalry and Strafe.
