The Brief

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When we brought in Simon Wick for the 2026 season, the brief we gave ourselves was: how do we make a jersey feel like an apparel object, not a merchandise drop?

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What we built

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We built the launch concept around that question and treated it as a regular apparel drop, not an esports merch release: aimed directly at fashion and culture outlets rather than just gaming press, and timed around the Cologne Major so the launch landed exactly when most eyes were already on the team.

Every element was built to work in two worlds at once. Not a jersey with a fashion name stuck on it. A real collaboration that could stand on its own as fashion news.

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Why it works

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The esports audience is not hard to reach. The fashion audience is not hard to reach either. The hard part is getting both to take it seriously, with something that gives genuine meaning.

What the Simon Wick collaboration gives Astralis is not just a jersey drop. It is proof that the team can operate in cultural space without losing its identity as a competitive team with a real legacy. When the story reaches fashion and culture media, not just gaming media, it changes how the whole partnership gets read.

We are not selling a jersey. We are offering co-authorship of something that already carries cultural weight.