Xbox x AAPE
For the Xbox One launch, we teamed up with streetwear label AAPE to make Xbox feel at home in fashion and youth culture. The campaign built awareness, created a fresh brand association with a trendy lifestyle brand, and reached beyond gamers to connect with style-savvy new audiences.
More Than a Collaboration - An Experience
This collaboration didn’t stop at a logo mashup — it came to life across multiple touchpoints. From stylish in-store displays to hands-on game trials, and a mall-wide PR event that turned heads, the campaign fused gaming with streetwear culture. The result: a launch that built buzz, expanded Xbox’s reach, and connected with new audiences far beyond the core gamer community.
