French esports organisation Gentle Mates has partnered with the fashion brand Lacoste to release a limited-edition, co-branded polo shirt. The collaboration, which aims to merge the worlds of competitive gaming and high-fashion, is available for a limited time through Lacoste’s flagship store and online.
This move highlights a continued trend of esports organisations collaborating with fashion brands to engage the audience through apparel and shared brand values.
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The partnership centres on a special version of Lacoste’s iconic polo. The design incorporates Gentle Mates’ graphic codes alongside the classic Lacoste crocodile logo. The organisations stated that shared values such as precision, team spirit, and a defined style were the foundation for the collaboration.
In a statement, the brands described the union as a meeting of two pioneering entities: “On one side, a symbol of French elegance that revolutionised fashion and sport. On the other, a club on a meteoric rise that is shaking up the codes of esports.”
The limited-edition release is available exclusively at the Lacoste Arena Paris Champs-Élysées boutique and on Lacoste’s website. This collaboration follows a broader pattern of fashion labels establishing a presence within the esports and gaming ecosystem, . For Gentle Mates, this represents a significant brand deal that extends its influence beyond the digital arena.
