French streetwear brand Fulllife has deepened its involvement with the Esport World Cup for a second consecutive year, unveiling a wide-scale retail presence at the 2025 edition of the event in Riyadh.
The gameswear company, which focuses on sustainable streetwear for gamers, is operating six dedicated stores within Boulevard City, the entertainment district hosting the tournament. These outlets bring to life Fulllife’s signature experiential concepts, with curated corners featuring major gaming IPs such as League of Legends, VALORANT, Fortnite, Rocket League, Call of Duty, and EVA.
Notable highlights include a specialised League of Legends and VALORANT store produced in collaboration with Riot Games, and displays showcasing Fulllife’s partner esports teams, including G2 Esports and Karmine Corp. The product range spans clothing and collectibles, from reversible jackets and towels to trophy replicas and plush toys.
A key launch during this year’s event is the “World Esport Jersey Bar”, described by the company as an immersive retail concept offering what it claims to be the largest esports jersey selection worldwide. The initiative has reportedly delivered high sales performance based on revenue per square metre.
Fulllife CEO Alexandre Malsch noted on LinkedIn that the project represents a significant milestone for the brand and credited the on-site team for managing operations and engaging with thousands of visitors daily.
