All eyes were on FlyQuest during the League of Legends World Championship 2024.
01: BRIEF
Our task was to craft a campaign that felt authentic to FlyQuest community while rallying support for the League of Legends roster. A key part of this campaign would be the limited edition jersey sold to celebrate the event.
The campaign aimed to rally North American and international fans around FlyQuest’s Worlds journey by driving donations to local community causes in Berlin, Paris, and London for every minute of Worlds game time played.
Unite and activate global fans through purpose-driven storytelling
Drive awareness and donations to local European community organizations
Expand FlyQuest’s eco-focused brand positioning on a global stage
03: EXPLORATION & ANALYSIS
Esports fans increasingly support brands that stand for more than just wins, especially when they create real-world impact.
With a growing European fanbase and the world watching Worlds 2024, we aimed to seize the moment to connecting with fans through purpose, competition community.
By aligning with causes meaningful to each host city, FlyQuest bridged fandom with local relevance - staying true to the brand's core mission.
03: campaign
At the core of Here We Grow was a donation mechanic: for every minute of Worlds game time, FlyQuest contributed $1–$20 to a local cause in each host city - totaling $18.2K raised across Prinzessinnengarten (Berlin), La Société Protectrice des Animaux (Paris), and Thames21 (London).
The campaign expanded further with planter kits gifted to jersey buyers, a Hurricane Helene relief match donation in Berlin, and collaborative efforts with Joblife Esports in Paris.
Messaging focused on the idea that FlyQuest leaves every place “better than we found it,” blending narrative, motion graphics, and community collaboration.
This was supported by reactive social media content, meme-driven momentum, and geo-targeted localization per stage. The campaign’s timing - as FlyQuest outperformed expectations at Worlds - added legitimacy and emotional weight to every initiative.
We kicked off the campaign with the following promo video.
FlyQuest has a legacy of producing industry leading jerseys. The goal for esports apparel is to make something that looks at home on all levels; on the street, at home or in an esports arena. With the world watching for the tournament, we knew we had to do something special.
With the fever of the Euros soccer tournament still in full flow across Europe, we looked to 2000 era European soccer kits for inspiration.
The resulting multi-paneled and multi-textured design stood out among a sea of white jerseys. With a completely custom silhouette, cream piping and pre-dyed rich emerald fabric, the jersey was an instant hit with fans. The 100% recycled polyester was crested with a large raised chest silicone transfer and an embroidered FlyQuest logo, 'Time To Fly' Motif and custom jock tag.
We paired the jersey with a full team tracksuit, also 100% recycled. The first 100 fans to purchase the jersey also received a FlyQuest Flower Planter Kit, reinforcing the theme of sustainability and giving fans something to grow alongside the campaign.
The merchandise drop resonated so strongly that it sold out within 72 hours. The jersey’s clean look stood out in the competitive space while aligning with lifestyle-driven fashion. It wasn’t just merch - it was a statement of identity for FlyQuest fans.
04: campaign RESULTS
Amount raised
The campaign strongly resonated with a global audience and made real-world impact in the locations of the tournament,
COMMERCIAL SUCCESS
The Worlds jersey sold out in under 72 hours.
After re-opening for a pre-order, the jersey became the best selling product to-date released by the organization.
campaign PERFORMANCE
The campaign garnered over 66.3M impressions, 3.4M engagements on X, and 30.6M+ viewership hours, including the most-watched North American esports match ever.
YOU MAY ALSO LIKE
