Von Dutch x FlyQuest
League is Dead (2025)
ROLE // CREATIVE DIRECTION, MARKETING STRATEGY
FlyQuest's first collaboration with Von Dutch as the legacy apparel brand looked to make an authentic entry into the gaming space.
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A play on conversation that community members have been throwing around for years. We wanted to double down on FlyQuest's love for League of Legends that built around the polarizing sentiment of different members within the community.
The Campaign
When we first spoke with the Von Dutch team, our talks centered around a potential collaboration for the 2025 World Championship (see Full Scale). With that in mind, I wanted to make sure Von Dutch was properly introduced to the gaming audience ahead of time, so the brand felt familiar to fans by the time Worlds came around.
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We used an authentic discussion within the space to spark speculation and anticipation around the announcement—ultimately reaffirming FlyQuest’s stance in the scene. The juxtaposition of funeral-esque visual motifs with a passionate love for the game that inspired the organization’s existence was something we aimed to capture and communicate, leading to FlyQuest’s biggest marketing and apparel success to date.
The Collection
The collection itself consists of the signature Von Dutch Trucker Hat with a FlyQuest flair, as well as two custom cut-and-sew pieces in the "League is Dead" tee and the highly coveted "Reaper" knit sweater. Available for purchase now at flyquest.gg
The Creative
The Funeral
The Funeral was our open invite, open bar event with Von Dutch, designed as a community celebration that brought together gaming, fashion, and music under one roof. People from different communities showed up, enjoyed the DJs and checked out the collab in person. It created a space where League fans and new audiences from the fashion and music scenes could meet, connect, and experience FlyQuest in a fresh, welcoming way.
