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In-Game Fashion Collaborations

Fortnite Outfits are Elevated by a Nike Air Jordan Partnership

— June 4, 2019 — Tech
Exclusive Fortnite outfits are made available to players through a collaboration between the online game and Nike Air Jordan. While many in the world of eSports are focusing on physical fashion collaborations, the Fortnite team seems to be taking it in a different direction with an in-game partnership.

Individuals can access the Nike Air Jordan x Fortnite outfits through the Hang Time Bundle. This will give players access to two skins, as well as a digitized version of the iconic Nike Air Jordan 1s. The bundle can be purchased for 1,800 V-Bucks. In addition to the collaborative Fortnite outfits, the bundle will give consumers access to a special challenge pack. By completing it, players will access the "Back Board Back Bling and its additional nine styles, as well as four unique Sprays."
Trend Themes
1. In-game Collaborations - This trend presents a disruptive innovation opportunity for gaming companies to collaborate with non-gaming brands to offer exclusive in-game items.
2. Digital Fashion - The trend of offering exclusive in-game fashion and accessories presents a disruptive innovation opportunity for fashion companies to leverage the growing gaming market to reach younger audiences.
3. Virtual Luxury - This trend presents a disruptive innovation opportunity for luxury brands to offer virtual versions of their products, elevating the experience of digital gaming and opening up new revenue streams.
Industry Implications
1. Gaming - The gaming industry can leverage in-game collaborations to offer unique experiences to players and attract new audiences through innovative partnerships with non-gaming brands.
2. Fashion - The fashion industry can capitalize on the trend of digital fashion collaborations to create brand awareness and reach younger, tech-savvy consumers in a new and innovative way.
3. Luxury Goods - Luxury brands can embrace the trend of virtual luxury to offer digital versions of their products, tapping into the expanding gaming industry and creating new revenue streams.
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