Fashion icon Prada has just revealed a new digital collection in the popular sports game Riders Republic by Ubisoft.
As well, Ubisoft announced the popular Riders Republic game was to be available to play for free from Feb. 10 – 14 on PlayStation5, PlayStation4, Xbox Series X|S and Xbox One consoles.
And when players logged in they discovered sections of the Riders Ridge social hub decorated with the colors of Prada Linea Rossa as they were immersed in a thematic experience.
“Blending influences drawn from the world of technical sportswear with streamlined silhouettes, Prada Linea Rossa redefines the idea of modern luxury, with a focus on technical detailing and new manufacturing possibilities,” the companies said in a statement. “Dynamic, versatile and high-performance designs define a new urban uniform geared towards movement.”
Prada is among the fashion houses that is leading the charge in to the new world of digital fashion. That trend has seen fashion companies like Prada, Gucci, Balenciaga and Ralph Lauren introducing digital lines into video games or metaverse properties. This is the first collaboration in Riders Republic, which is essentially a massive multiplayer playground where players can experience the thrill of extreme sports in magnificent American National Parks.
‘‘We are excited to partner with such a creative company like Ubisoft to offer our own interpretation of the gaming world,” said Lorenzo Bertelli, Prada Group Marketing Director & Head of Corporate Social Responsibility. “Riders Republic is about outdoor sports and performance – the perfect match with the Linea Rossa collection and its DNA.
“Technology and innovation have always been a natural part of Prada, so we will continue to explore new scenarios whenever interesting opportunities for the brand arise to build original and authentic experiences,’’ he added.
This collaboration will offer unique activities and cosmetics, including:
- A new event, Prada Beyond the Line: Playable solo or versus friends, this event is a creative new take of one of the most epic snow parks of the Republic and will allow players to use the Faction x Prada Linea Rossa skis, as well as the Riders Republic jumbo bike and new freestyle snowmobile for free.*
- An original in-game outfit designed exclusively by Prada for Riders Republic; players can unlock the outfit by competing in the ShackDaddy Bandits weekly challenges.
- A new Prada sponsor program, featuring new gear such as a bike, skis, snowboard and two additional original Prada outfits (available Feb. 16)
Ubisoft Annecy game director Arnaud Ragot said the game developers enjoyed working with one of the world’s top fashion houses in developing new skins for their player base.
“We are thrilled to have been given the opportunity to work with Prada to design original sports outfits and gear under their Linea Rossa collection and bring them to Riders Republic,” said Ragot. “We thrive to offer our players a rich and diversified experience in the game and look forward to hearing what they have to say about this exciting new content and original in-game collection.”
Developed by Ubisoft Annecy, Riders Republic allows players to compete and slay tricks through an exciting range of sports such as biking, skiing, snowboarding, wing suiting and rocket wing suiting. Riders can squad up with or against friends in multiplayer modes including mass start races with more than 50 players on new gen, team PvP arena modes, trick competitions and online cups.