• Andy Marston

K/DA show that virtually, anything is possible.

Riot Games’ League of Legends has partnered with Uniqlo to offer a selection of apparel inspired by the game. Uniquely though, the collaboration features members of K/DA modelling the clothing line.

Photo Source: Metro

Wait, why is that unique?

Good question, K/DA is a virtual K-pop–inspired girl group consisting of four themed versions of League of Legends characters: Ahri, Akali, Evelynn and Kai'Sa.

The conception of K/DA was based on Riot’s expressed desire to create more musical content in the future and it’s already proved a huge success.

Their first song, ‘POP/STARS’ feat. Madison Beer, (G)I-DLE, and Jaira Burns (who voice the characters), has remarkably racked up 433 million views on YouTube as well as just under 200 million plays on Spotify.

Reality meets digital reality

The group was created to promote the League World Championship and to sell in-game K/DA skins of the characters in League of Legends. However, with this partnership, we are now seeing the commercial opportunities for the virtual band expand even further.

This isn’t their first endorsement deal, either. Last month Logitech G extended their portfolio of officially licensed League of Legends gaming products to include the k-pop inspired group. The K/DA Collection brings fans Logitech G’s high-performance gaming gear in unique 'K/DA inspired designs'.

A lot to learn

In a week where the IOC just announced the Olympic Virtual Series, the first-ever Olympic-licensed event for physical and non-physical virtual sports, I’d suggest the sports industry, myself included, have got a lot to learn, and fast.


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