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Will Gucci’s Venture Into Esports Be Successful?

Gucci, the Italian luxury designer, is taking over esports! They have recently launched the Gucci Gaming Academy, training players and getting them signed to professional teams!

Von Christoph Miklos am 31.05.2022 - 15:46 Uhr - Quelle: E-Mail

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Gucci, the Italian luxury designer, is taking over esports! They have recently launched the Gucci Gaming Academy, training players and getting them signed to professional teams!
One of the most prominent esports tournament organizers, FACEIT, has signed a historic partnership with the internationally renowned luxury clothing brand Gucci! The unlikely partners have linked up to form the Gucci Gaming Academy. The Gucci Gaming Academy is going to work like a football academy where it identifies talented players and helps develop their skills, and gets them signed by a professional esports team.
What Is the Gucci Gaming Academy?
The Gucci Gaming Academy will train up-and-coming esports stars and turn them into fully-fledged professionals within one year. The academy will start by selecting 4 CS: GO players competing in the FACEIT Pro League (FPL) and will expand over time. You will be able to track the players’ performances at Player-Space and see if they get signed to major teams. The Gucci Gaming Academy will select players based on their FPL results and also in-person interviews. Additionally, players will be mentored and receive one-on-one coaching from former CS: GO professional gamers Christopher “GeT_RiGhT” Alesund and Stephanie “missharvey” Harvey.
Academy players will be put through extensive training and be pushed to their limits. However, Academy staff will do everything they can to help the players improve and get them a professional dream contract. Gucci is hoping to grow the academy and is taking inspiration from football clubs to develop youth talent.
Gucci is keenly aware of the stress that aspiring pro gamers are under. For this reason, they are working closely with the World Health Organization to develop solutions to improve players’ mental health.
Michele Attisani, Co-Founder of FACEIT, said that he is extremely excited about the Gucci Gaming Academy as it will give players a clear and well-structured way for them to make their goal of playing professionally come true. In addition, the academy will provide unique training that the players will not be able to find anywhere else in the world.
What Is the Goal of the Gucci Gaming Academy?
The goal of the Gucci Gaming Academy is to produce world-class players! The academy starts with CS: GO players and eventually spreads to other games. Gucci hopes to land academy players with the very best professional esports team in the world within a year. They also want to ensure that players do not suffer mental health issues that are so common in esports. Therefore, Gucci has partnered with the World Health Organization to give players all the mental and emotional support they need!
Why Is Gucci Getting Into Esports?
Gucci is excited by the growth of esports and is looking for ways to connect with new and younger demographics. Gucci wants to stay hip to the latest trends while building genuine relationships with an array of communities. The Italian luxury clothing brand sees an exciting opportunity in gaming to be seen as an innovative leader and more than just a fancy clothing manufacturer.
Gucci’s first foray into the gaming world started back in 2020. The Italian luxury brand immediately started collaborating with top gaming brands, including Fnatic and 100 Thieves. Initially, these collaborations were fashion-focused, but they have started branching away from just getting inspiration for streetwear. Next, Gucci started sponsoring FACEIT events, and now they have taken things a step further by establishing the Gucci Gaming Academy. The world-class clothing brand has said from the start that they not only want to help young sports stars develop, but they want to ensure they do so healthily and have partnered with the World Health Organization to ensure players are mentally fit.
CEO of Gucci’s online concept store, Gucci Vault, Nicolas Oudinot, said Gucci’s position as a world-class luxury brand allows us to enter the world of gaming and forge deep and genuine relationships with new communities. Gucci is using gaming as a way to open up new markets and experiment with new marketing strategies while getting inspiration for their trendy streetwear designs.
Whether Gucci is engaging in one large and expensive PR stunt or they are serious about entering into the gaming world is yet to be determined. However, Gucci Gaming Academy is a good start, and if they can help young players healthily navigate the pro gaming scene, they will benefit the gaming community!

Christoph Miklos ist nicht nur der „Papa“ von Game-/Hardwarezoom, sondern seit 1998 Technik- und Spiele-Journalist. In seiner Freizeit liest er DC-Comics (BATMAN!), spielt leidenschaftlich gerne World of Warcraft und schaut gerne Star Trek Serien.

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