Louis Vuitton ventures into esports

Fashion brand Louis Vuitton and video game developer/esports tournament organizer Riot Games have announced a partnership, starting with the 2019 League of Legends World Championships.

For the Championships, Louis Vuitton is creating a one-of-a-kind Trophy Travel Case for holding the world champions’ trophy, called the Summoner’s Cup. Previously, Vuitton has created similar travel cases for other sporting events including a laser-engraved titanium case for the FIFA World Cup.

The trophy case features Louis Vuitton’s iconic logo and design, with additional elements related to League of Legends. It will be unveiled publicly at the Eiffel Tower in Paris and eventually given out Nov. 10 in the same city, where League of Legends is holding its world championship this year.

But wait, there’s more. The partnership also includes the creation of a capsule collection of clothing from Nicolas Ghesquière, Louis Vuitton’s artistic director of women’s collections, as well as in-game digital assets like champion skins.

Why it’s hot:
Louis Vuitton’s new partnership continues the brand’s embrace of digital endeavors to accompany its physical products and marketing.

The pairing of a luxury non-endemic brand entering the esports scene is not one often seen. However, it creates a huge opportunity for Louis Vuitton, especially in expanding its consumer base. With millennials said to drive about 130% of luxury market growth in the next seven years, the gaming space could be a key area for expansion.

Louis Vuitton joins others including State FarmGilletteRed Bull, and Axe to embrace the esports world. A category in which 2019 revenues are forecast to rise by 27% and estimated to top $1.1 billion.

A good flight’s sleep

Casper mattresses and American Airlines have teamed up to improve sleeping experience on the plane.

Starting December passengers in First, Business and Premium Economy classes will get the chance to try specially-designed mattress pads, pillows, lumber pillows, blankets, duvets, pyjamas and slippers.

The partnership gives passengers a chance to try Casper’s products and American Airlines a chance to offer better in-flight experiences.

Why it’s hot: a partnership that’s truly strategic and adds value to each brand.

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Crunchwraps + Forever 21 = A Collab You Never Saw Coming

Taco Bell has been known to inspire devotion in fans, from senior photo shoots to themed birthday parties. But what if you’re looking for a more everyday way to show off your allegiance to living mas? The brand’s latest collaboration with Forever 21 might just be your answer.
Today, the two companies have announced the release of Forever 21 x Taco Bell, the first for the restaurant. The line will include clothes for men and women that feature everything from eye-popping graphics to subtle patches that alert those around you to your taco fandom.
According to the press release, the line was designed to capture what fans expect from Taco Bell: “accessible, affordable, creative, and fun.” The full collection will feature tops, cropped hoodies, body suits, as well as sweatshirts and an anorak jacket. All of the looks will debut on October 10 in an event for fans in downtown L.A. and will be available for purchase on October 11 only in select U.S. stores and online.
A sneak peek at the collection features Taco Bell super fans Brittany Creech and Andrew McBurnie — who became internet famous for shooing their senior portraits at Taco Bell — as models. McBurnie wears the men’s sweater in millennial pink, embellished with a patch featuring some of our favorite Taco Bell items: tacos, burrito, drink, and a packet of hot sauce. Creech wears one of the body suits, a look inspired by a fire sauce packet.
While we only have the slightest hint at what this could mean for the rest of the collection, we’re hoping for something that pays homage to the beloved Crunchwrap, and (dare we say it?) maybe even a nod to the Doritos Locos taco. Does the world really need this fast food x fast fashion mashup? Of course not. But when something is cheap and good, we always find it hard to say no.
Source: Refinery 29
Why it’s hot:
  • What makes this partnership unique is that food brands don’t typically create apparel for purchase, it’s typically made for giveaways or to help promote a new campaign.
  • Taco Bell and Forever 21 pair together to show us how a brand can create apparel that speaks to their audience in the right way, in comparison to Bud Light who missed the mark last week (see here).

‘Tis the Season

Budweiser teamed up with locals artists to create MLB custom designed cans per team and its awesome! Budweiser has done similar things to keep their consumers loyal and attract new ones, such as the America cans launched last summer, but this definitely more of a commitment as far as production.

 

Budlight partnered with the NFL to slightly customize their bottles that reference certain NFL teams, another great example of understanding your market and who is drinking your product.

Budweiser has been really successful in advertising to their consumer. Their 2015 Superbowl commercial “Brewed the hard way” made statements like “proud marco beer”, “not brewed to be fussed over”, “the people who drink our beer are people who like to drink beer”.

 

The Patch, Sour Patch Kids’ Brooklyn Experiment

Along with Vans and Red Bull, Sour Patch Kids is reimagining the idea of influencer partnership with The Patch, a Clinton Hill apartment offered as a respite for touring indie bands.

The Patch

“Brands seem to be figuring out that a good way to avoid the potential pitfalls of artist partnerships is to not really form partnerships at all. A video Nacho shot for Vans doesn’t even mention shoes. Red Bull doesn’t ask for any ownership or control over the music artists record in its luxurious Chelsea studios. The Patch is another example of this coy courtship—there’s no obtrusive signage outside the house, which is in a quiet Brooklyn neighborhood rather than the globally commodified hipster meccas of Williamsburg or Bushwick. No money changes hands, and the hashtag #brooklynpatch is, notably, brand-name-free. The Patch is amusing enough—like O’Neil says, it’s funny—that being involved doesn’t feel evil. In fact, the touch is so light that one must wonder: What does Sour Patch Kids actually get out of it? That artists are willing to link up with the brand probably says more about the changing sensibilities of “indie” than about the candy’s ability to penetrate the culture.”

Why It’s Hot: This subtle approach to partnerships seems to be working well to create some brand affinity (at least among the bands) for Sour Patch Kids. It follows the best practice of letting content creators do what they do best, without overwhelming them with brand guidelines. While it’s unclear how it will affect their overall buzz, it’s an interesting idea that should be examined for influencer approaches we take.

Starbucks brews wireless cell phone charging

Starbucks and Duracell Powermat will begin a national rollout of wireless phone chargers in Starbucks and Teavana locations. Starting at stores in the San Francisco Bay Area, consumers will be able to set their cellphones down on designated spots on their tabletop, and their batteries will charge as they eat, drink, read or chat. No plugs. No cables. No cost.

Over the next three years, more than 100,000 table chargers — built-in Powermat charge pads — will be installed in Starbucks’ 7,500 company-owned stores in the U.S. That’s about a dozen per store.

Powermat has been already chosen by such global leaders as Starbucks, McDonalds, Coffee Bean & Tea Leaf, Madison Square Garden, and dozens of airports around the world to supply wireless power, creating a wireless power network anyone can connect to (check poweruphere.com).

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Read more here.

Why It’s Hot

Starbucks | Access to power has become one of the most important factors in people’s choice of where to visit, what to do there, and how long to stay. When most retailers are struggling with store traffic, this example shows how “in-store experience” outperforms awareness drivers. This is a strategic move that gives consumers yet another reason to waltz into Starbucks. The coffee maker might not be a first mover on this one, but a smart mover for sure.

Duracell | The power maker has decided they are not going to be the next Kodak.