Prada, the esteemed Italian luxury brand, has joined forces with French video game developer Ubisoft in an exciting partnership that brings a touch of high fashion to the popular Riders Republic video game. Released in October 2021 for PlayStation, Xbox, and PC, Riders Republic is a multiplayer extreme sports game that has captured the attention of gamers worldwide. As part of this collaboration, sections of the Riders Ridge meeting area within the game will be adorned with the vibrant colors of Prada Linea Rossa, an innovative collection that seamlessly merges high-end fashion with performance apparel, specifically designed for winter sports.
The collaboration goes beyond mere aesthetics, offering players a truly immersive gaming experience. In a particularly exciting initiative called “Prada Beyond the Line,” players will have the opportunity to engage in thrilling activities within one of the game’s most impressive snow parks. Prada Linea Rossa skis, Faction x Prada Linea Rossa bikes, and cutting-edge Freestyle snowmobiles will all be at players’ disposal, free of charge.
Furthermore, avid gamers will have the chance to earn exclusive gaming outfits, designed by Prada, by participating in weekly challenges and completing contracts through the in-game Prada sponsor program. This includes unlocking new equipment such as bikes, skis, and snowboards, as well as two unique outfits, starting from February 16.
Lorenzo Bertelli, Prada Group’s marketing director and head of Corporate Social Responsibility, expressed his enthusiasm for the collaboration, highlighting the alignment between Riders Republic’s focus on outdoor sports and Prada Linea Rossa’s essence. He emphasized Prada’s commitment to venturing into new territories and creating original experiences that remain authentic to the brand.
Arnaud Ragot, game director at Ubisoft Annecy, also expressed excitement about the collaboration with Prada. Ragot expressed his team’s goal of offering players a diverse and captivating gaming experience. They eagerly look forward to hearing player feedback on the new content and the in-game Prada collection.
To further propel the game’s success, Riders Republic will introduce a Free Weekend initiative, from February 10-14. During this period, players across different platforms will have full access to the game’s original content. This presents a fantastic opportunity for players to explore the game’s immersive world and experience the unique collaboration with Prada.
The partnership between Prada and Ubisoft signifies the increasing intersection between luxury fashion and the gaming industry. Fashion brands are increasingly recognizing the significant influence of video games, leading to exciting collaborations that bridge the gap between virtual and real worlds. With Prada’s involvement in Riders Republic, players can indulge in dressing their characters in stylish outfits crafted by a renowned luxury label, all while immersing themselves in the thrilling realm of extreme sports.
[Useful Links:1. Prada Linea Rossa Collection: Prada Linea Rossa
2. Ubisoft’s Riders Republic: Riders Republic]
