Blending physical and digital worlds with Fall Guys x Champion

We worked on a very cool project with our client Devolver Digital last year. 

Combining the virtual world of gaming phenomenon Fall Guys with physical fashion brand Champion, we managed a simultaneous trade launch with Champion’s PR agency in France, which targeted fashion press, and the Epic Games PR team in the US, which targeted games media. It was a great collaboration.  

If you’re not familiar with Fall Guys, where have you been? It’s a free-to-play multiplayer “battle royale game”, where players compete in increasingly chaotic rounds of obstacle races until only one winner remains - it’s a lot of fun! Not clued up on Champion? Look at anyone aged 12-25 on the high street and you’ll spot someone wearing the brand. 

In the name of connecting with a new audience and building relationships within the wider gaming community across Europe, Champion collaborated with Fall Guys to launch a capsule collection of T-shirts, hoodies and joggers, featuring Fall Guys imagery. Aside from the physical collection, players could also purchase Champion outfits within the game. 

Why? 

Because fans want to connect with the brands. Because both fashion and gaming have substantial fan bases, and there's often an overlap between the two. Collaborations can leverage the interests of both communities, bringing together gamers who are interested in fashionable items and fashion enthusiasts who enjoy gaming. 

The Champion collaboration was part of Fall Guys' global licensing programme led by Fée Heyer at our client Devolver Digital, and Epic’s marketing campaign included influencer engagement through seeding boxes with the potential to 91.4 million consumers across Europe! 

The PR effort secured international coverage of the launch in 26 publications across online, e-newsletters and social, with 315.8k OTS. 

Coverage included Total Licensing, Fashion United, License Global, Geek Gen, Licensing Magazine and many more. 

There will be a LOT more to come from us with Devolver Digital and Fall Guys in Q1 and Q2 2024…so watch this space!