Brand Activation

Armani Exchange to Walk Esports Runway

A|X Armani Exchange announced a deal to become the first fashion brand to dive into esports waters, locking in a sponsor with the Italian team Mkers for the 2019-20 season for the team to serve as the global ambassador for the brand and wear a new official uniform at tournaments.

“We are proud to be the first e-sports team chosen by a prestigious brand like Armani Exchange,” said Mkers CEO Paolo Cisario in the announcement. “It is a reward for all the effort sustained up until this moment, and it gives great credibility not just to us and the investors that believed in our project, but also to the entire Italian e-sports industry. Now the real challenge will be to yield tangible results.”

The partnership will serve as part of a relaunch strategy of the A|X Armani Exchange label.