Gucci and Toyota are deepening their commitment to gaming and esports. Luxury fashion is no stranger to gaming—especially Gucci, which has partnered with Roblox, Genies, and several more platforms on gaming collabs. Now, the brand is working with 100 Thieves on several partnerships as they attempt to unite the gaming and fashion industries even more, and the first collab is a limited-edition backpack line made from sustainably sourced materials. Toyota also sees gaming/esports as an opportunity to tap into young audiences (77% of which feel more brands should be paying attention to gamer culture according to YPulse’s gaming research), and is launching a new gaming challenge called “Toyota Sedan: Drive Your Game” with esports organization Gen.G to highlight the auto maker’s new sedan lineup. The competition is running on Twitch for 10 days in July and will feature nine content creators competing in challenges on League of Legends, Minecraft, and Teamfight Tactics. (WWD, Marketing Dive)
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