Hollister hosts Twitch live stream in-store to celebrate video game launch


Hollister is taking to live streaming video gaming platform Twitch to celebrate the launch of a new videogame in its Los Cerritos store in California tomorrow.

The teen fashion brand is inviting two Twitch streamers called Fuslie and J.D. Witherspoon, to play the new Crash™ Team Racing Nitro-Fueled (or CTR for short) video game live in-store at 5pm. The game comes from Activision, which also created popular titles such as Call of Duty.

Shoppers will be able to watch them online via Twitch or in real-life at the Los Ceritos store. A series of activations are also taking place across three Hollister locations including Los Angeles, Chicago and New York, all of which will host gaming lounges and PS4 systems connected to video screens to create a more immersive experience for customers.

The last part of the activation has Hollister influencers, including Adelaine Morin, supporting the launch of the video game by appearing at one of the three stores to host a friendly game competition and interact with shoppers.

“We’re constantly seeking opportunities to provide authentic engagement with our customers that align with their interests. We’re looking forward to bringing this unique experience to our customers,” said Michael Scheiner, SVP of marketing at Hollister. “These events will create a collaborative, inclusive group activity for all customers to connect with our brand, and each other.”

For those that can’t make it to any of the locations, Hollister will make the the CTR game available to download in an additional 100 US-based stores, as well as online.

As the boundaries between physical and digital spaces are blurring, the world of gaming is becoming increasingly important to the fashion industry. The video game Fortnite, for example, made headlines in February when 10 million people tuned in for a live stream from DJ Marshmello. Meanwhile, in April, fashion label Moschino partnered with The Sims for a digitally-inspired capsule collection.

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