Rabat – Morocco Mall is hosting the Lacoste x Minecraft event from May 18 to 22, an opportunity for Moroccan gaming enthusiasts to discover the spring/summer 2022 clothing collection that the two brands recently launched, as well as participate in Lacoste-inspired gaming tournaments.
The French clothing company Lacoste and the video-game series Minecraft unveiled their collaboration on March 12 in Paris, France.
The stated aim of the commercial project is to “build a bridge between the world of video games and that of fashion by presenting a unique and trendy collection of clothes with both brands’ signatures.”
In reality, French fashion brand Lacoste appears to want to appeal to the game’s youthful audience by offering a branded experience of the free-to-play game. The campaign appears to attempt to boost its brand-awareness among a new generation who might consider the French brand to be old-fashioned.
The advertisement campaign features gamers Atomicmari and Shubble, music artist Brawk, and video creator Smajor inside a “Croco Island” map, a Minecraft universe built based on Lacoste’s commercial brand. They are seen wearing the new collection with the Lacoste logo designed using pixel blocks, Minecraft’s signature.
The collaboration offers a mixture of both real and virtual worlds, with the Lacoste collection offering Minecraft-inspired clothing for men, women, and children and Minecraft presenting Lacoste-branded gaming. The Croco Island map is available for free to gamers from across the world.
Minecraft is one of the most successful and best-selling video games in the world, with 55 million active players each month and more than 120 million copies sold for all manner of platforms.
Swedish video game programmer and designer Markus Alexej Persson created “Minecraft Classic” in 2009 before fully developing and releasing the game in 2011.
French tennis player Rene Lacoste, alongside entrepreneur Andre Gillier, founded the Lacoste brand in 1933. The company sells clothing, accessories, footwear, sportswear, and leather goods.
With the growing popularity of the gaming industry among Moroccan youth, the North African country intends to further invest in this fast-growing industry. Morocco’s Minister of Youth, Culture, and Communication Mehdi Bensaid and the President of the Royal Moroccan Federation of Electronic Games (FMRJE) Hicham Lakhlifi signed in March a partnership to strengthen the domestic e-gaming industry in Morocco.
Morocco’s Warriors in Mask (WASK) team are representing the country in the ongoing Esports’s Free Fire World Series (FFWS) 2022 from May 14 until May 21 in Sentosa Singapore.
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