Gaming and entertainment brand licensing agency Merchantwise has teamed up with Culture Kings to mark the launch of DOOM: The Dark Ages in Australia
The deal for a collection of licensed tees was brokered by Merchantwise for software publisher Bethesda and was recently launched to tie in with the release of the id Software developed DOOM: The Dark Ages.
The launch was celebrated with a fully immersive activation to Australian media, influencers, PC fans and members of the gaming community at the globally recognised streetwear brand’s flagship Sydney store.
The launch event included the unveiling of Bethesda’s one-of-a-kind custom Harley-Davidson Sportster S motorcycle inspired by DOOM: The Dark Ages’ fast-paced, medieval aesthetic, which itself will be given away to a local fan via an extensive social media campaign on Bethesda’s ANZ social media channels.
The DOOM tee collection, now available at Culture Kings stores in Australia, New Zealand and the United States, couples the franchise’s gritty, high-octane aesthetic with the edgy DNA of streetwear culture.
Geared for multi-generational appeal, the DOOM tee collection at Culture Kings has also been developed to satisfy the growing demand from fashion forward local consumers to wear their “fanDOOM” as well as the retailer’s growing gaming audience. Offering an elevated alternative and nostalgic connection to the brand, the tees also play into DOOM’s 90’s era roots with a vintage-esque vibe.
“The incredible success of this launch is testament to what can be achieved when an iconic and legendary franchise like DOOM comes together with a global force in streetwear like Culture Kings,” Merchantwise Gaming Licensing Director Patrick Lynam said.
“By partnering with Culture Kings we, together with Bethesda, were able to deliver a brand experience like no other for Australian DOOM fans and one that allowed for them to enjoy the brand across a number of exciting, unforgettable and hell-raising consumer touchpoints.”