The world’s first eyewear collection designed in partnership with Fortnite and Unofficial
Unofficial, the young, ambitious eyewear brand, has created a new eight-piece collection of sunglasses and two blue light filter frames co-branded with the massively popular online video game Fortnite.
Dropping on May 19th across Europe and Latin America, each piece in the new collection features an iconic element from the Fortnite universe, showing just how well these brands intersect: serving fun, inclusivity and positivity.
A spokespersonat Unofficial, said: “With a penchant for the unexpected, it makes sense that Unofficial’s hotly anticipated new collection of eight sunglasses and two blue light filter frames willmake eyewear history as the first Fortnite-branded eyewear collection.The collaboration brings Unofficial well and truly into the global GenZ conversation.”
The partnership was brokered by IMG, Fortnite’s exclusive worldwide agency for consumer products licensing.
To amplify the official release of the frames in markets across Europe and South America, Unofficial has taken the brand’s concept of ‘celebrating your Unofficial self’ a step further with the marketing campaign ‘PLAY THE FRAME’: You don’t wear the new collection, you play it.
Via bold, disruptive activations spanning POS, social, paid media, and digital, harnessing the brand’s fashion expertise and network of 4,000 stores, the campaign will not only promote the new frames, it will also expand the reach of Fortnite’s world and community.
And in case you are still wondering why gamers need shades anyway, (aside from looking cool), Unofficial has got that covered: their two blue light filter frames mean gamers can play for the long haul, without the harmful blue light emitted from the screen. GG*.