MADDEN 21 x JOHN GEIGER
In an attempt to break the mold of traditional apparel integrations into the video game marketplace, we directed the first fashion brand implementation in the Madden Franchise.
Anchoring a design system off of John's luxury and detailed vision, we pulled in elements of his Spring and Summer collections, trim detailing and more.
The colab broke through on numerous fashion and streetwear media outlets like Kicks On Fire and Hypebeast, while also driving a massive uptick in gameplay over a three day period.
"RIGHT NOW, THEY ARE 2 FOR 2."
While the project was the first of its kind for Madden, the entire program was linked to a planned limited release of an exclusive colorway of the JG 002. As Madden historically has been limited to cleat models from Nike, Adidas and Under Armour, this was a giant first step for the industry, blurring the worlds of high-end fashion and on-field, performance sportswear.