To mark its fifth anniversary, the European outfitter Fulllife has launched a cinematic brand film featuring the region’s elite organisations. In an exclusive exchange with The Esports Radar, Fulllife CEO Alexandre Malsch explained the decision to bypass agencies for a native, “in-house” approach to esports storytelling.

Fulllife’s first major brand campaign is intended to transition the company from a high-growth apparel label to a central cultural pillar in European esports. The campaign film features an elite cast of the continent’s most recognisable talent, including Mathieu “ZywOo” Herbaut (Team Vitality), Jake “Boaster“ Howlett (Fnatic), Caliste Henry-Hennebert (Karmine Corp), and Benjy “benjyfishy“ Fish (Team Heretics). Shot in part at Riot Games’ official LEC studios, the project emphasises the connection between top-tier performance and fan community identity.

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While high-budget brand films are often outsourced to external creative agencies, Fulllife took the step of developing the campaign entirely in-house. According to Malsch, this was essential to ensure the film felt “native to the culture.”

“Fulllife has a very specific tone, and we wanted this first brand film to feel native to the culture,” Malsch told The Esports Radar. “Every detail in the film, from the casting to the visual references and subtle easter eggs, was designed to reflect the teams, the fans, and the Fulllife universe as authentically as possible.”

The decision highlights Fulllife’s dual role as both a manufacturer and a creative studio, having already produced content for major publishers like Riot Games. By keeping the creative execution internal, the brand avoided risking an “outsider” tone that sometimes affect marketing efforts in the space.

The campaign draws narrative parallels to cinematic advertisements of Nike and Adidas, which historically connected with the audience while highlighting top sponsored athletes. Malsch acknowledged the comparison, noting that while those films inspired the project, the goal was to rebrand those codes for a digitally-native audience.

“The best Nike and Adidas films do more than showcase products; they turn athletes into cultural icons and make people feel part of something bigger,” Malsch noted. “But our goal is not to simply transpose traditional sports marketing into esports. It is to reinterpret those codes through what makes esports unique: the closeness between players and fans, the diversity of games and communities, and the fact that identity in esports is lived both competitively and culturally.”

As of 2026, Fulllife has solidified its position as the primary technical partner for Europe’s leading organizations, serving as the official outfitter for Karmine Corp, Team Vitality, Fnatic, and Team Heretics. The brand’s reach also extends into deep collaborations with global publishers, including Riot Games, EA, Epic Games, and Ubisoft.

“We created this film now because Fulllife has reached an inflection point. Over the past year, we have grown from a strong emerging player into a key brand within the European esports ecosystem,” said Malsch. “So this felt like the right moment to make a real brand statement and express what Fulllife stands for at a larger scale.”

By placing the “real heroes”—the players and fans—at the heart of its messaging, Fulllife is betting on a long-term strategy of “passion, pride, and belonging” to anchor its next five years of growth.

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