GAMING CONTENT // MERCHANDISE COLLAB // LIVE EVENTS

FazeClan // Gamers Collab

YEAR: 2020 - 2021

Project overview

The LA Kings were approached by Faze Clan to develop a partnership that included video content and a merchandise element. The collaboration aimed to amplify gaming culture among professional athletes and the athletes of Faze Clan.

The challenge

Hockey players love to play video games, but are not as well-versed on content creation as teams like Sports Illustrated cover athletes of Faze Clan. We also needed to develop a wearable line that felt hockey but appealed to gamer lifestyle.

My role

Creative Director - overseeing the development of the partnership and merchandise line and creating an overarching vision for creative to support the launch of the campaign. Also overseeing production, we developed a sharable collaboration spot that highlighted all athletes where they felt comfortable.

The solution

Create a gamer approved, culturally driven product line that the athletes across both teams were excited to promote. Develop a 360 campaign that not just promoted the product, but welcomed fans to join the two brands at a live game during the LA Kings 2020-21 season.

visual identity

We started simple with teasing image of our logos on ice pucks together. The FazeClan team wanted a jersey that felt wearable for their fans so the jersey hoodie was formed along with a line of 10 limited edition, co-branded items.

As we got the product in, we welcomed the FazeClan team to the practice ice to learn a few tips from our athletes while also participating in a lifestyle shoot.

social creative

The campaign had to reach across three distinct brands: The LA Kings, FazeClan, and TeamLA. There was also an opportunity to collab on posts earning further reach and affinity for the merch drop in TeamLA.

live events meets merch drop

The big moment merch drop took place at the arena where FazeClan athletes did a meet-n-greet in TeamLA and were joined by Bailey the mascot and some of our gamer in-arena hosts.

hero film

We worked with the Faze Clan content team to develop a promotional video focusing on athletes teaching athletes in our practice arena. We brought our biggest gaming Kings to meet some of their gaming idols on the Faze Clan team.

campaign results

  • The red jersey hoodie was the first of its kind and sold out twice during the run in store.

  • The cross-collaboration on social was one of the LA Kings highest engaged posts in the 2020-21 Season.

  • The partnership authentically connected gaming culture with the LA Kings and lead to more game content with EA Sports.

  • The video spot was shared by LA Kings players as well as Faze Clan athletes who connected on social for additional support.