Gucci gets into gaming with a Tennis Clash collaboration

The world of tennis has had it share of fashion moments — Serena Williams wore a tutu by Virgil Abloh, Roger Federer donned a Uniqlo uniform by Christophe Lemaire — but never in the virtual realm. Now, Gucci is changing that through a collaboration with the mobile game, Tennis Clash.

The Italian fashion brand has designed an exclusive collection of tennis outfits for the characters in the game. Each look, digitised by game developer Wildlife Studios, will also be made available offline on Gucci’s website, so players can match their Tennis Clash character.

The characters in question are Diana and Jonah, for which Gucci has created two custom looks each. They comprise monogram tracksuits, logo T-shirts, and other stylish tennis gear like headbands, socks and shoes. Each item is distinctively Gucci, featuring the brand’s colours and logos. Once purchased, players can virtually wear the designer uniforms in matches against other online competitors.

Speaking of matches, Tennis Clash will also feature a new in-game tournament that players can take part in. Known as the “Gucci Open”, the special tournament will let players compete over a series of matches within a Gucci-fied tennis court. The gaming experience is completed with exclusive tennis rackets that are branded with the Gucci logo.

The Gucci x Tennis Clash collection — both physical and virtual — will be unveiled on 18 June through the mobile app. With it, Gucci joins a host of other luxury fashion brands that are now getting into the gaming world. Marc Jacobs and Anna Sui have recently debuted designs on Nintendo Switch’s Animal Crossing. Video game fans were also treated to a Louis Vuitton x League of Legends collaboration last year, following a virtual Moschino capsule on The Sims.

You can expect the crossover to continue. Amidst the COVID-19 pandemic, there has been a surge in the popularity of video games, which countless players now turn to to fill the void left by lockdown measures. Fashion brands, eager for a wider audience, have predictably jumped on board to offer digital designer creations. Who knows? You might be dressing your virtual avatars in Dior or Chanel next.