Video games entered mainstream media and entertainment spaces decades ago, but with the enforced social isolation of the pandemic leading many people to look for community and connection online, gaming's prominence as a leisure activity is growing in popularity as these digital behaviours stick around.

In 2020 there were 2.69 billion video game players worldwide, with this figure expected to rise to 3.07 billion by 2023. And as roughly 65% of American adults are video gamers, with 80% of Gen Yers and Zers playing video games, gaming has become a focal part of popular culture which is spilling over into other industries such as fashion.

As prominent gamers have millions of fans on social media, many are incorporating luxury brands, streetwear labels and elevated athleisurewear into their gaming attire. Tyler Blevins, a video game streamer known as Ninja, signed a deal with Adidas and released a limited edition run of “night joggers” which sold out almost instantly. Fashion brands are beginning to take notice of gaming’s cultural clout with Gucci partnering with Roblox, Balenciaga digitising luxury fashion with Fortnite and Burberry working with Honor of Kings on exclusive designs for the mobile game.