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Goal branches into virtual fashion with Fifa 21 clothing line

Digital football destination Goal has become the latest brand to open a fashion store within the virtual environment of Fifa 21’s Volta Football mode.

Goal has a side business in Korean-focused fashion, but will now be taking its garbs to a global audience on the coattails of Fifa 21.

Better known for dressing K-pop stars and footballers – including Wolverhampton Wanderers – Goal Studio is on a mission to extend its reach by enabling players to dress their virtual avatars during the half-time break.

Taking advantage of two digital-exclusive pieces, the football-inspired lifestyle brand stars in a fashion line-up alongside brands such as FC Harlem, PSG x Jordan, Balr, Nowhere FC and fellow South Korean lifestyle brand Nivelcrack.

Part of the Footballco content and media business, Goal’s binary garments include T-shirts, hoodies and flip flops, which can be used to customize characters for a tailored look.

Footballco senior vice-president of content and creative, James Lamon, said: “We recognize that for many young fans EA Sports Fifa plays an integral part of how they engage with football, so we’re thrilled to have the opportunity to make Goal Studio part of that experience.

“By working with EA Sports, we’re able to give fans across the world the chance to pick their own Goal Studio wardrobe and hit the streets, cages and futsal courts in Volta Football. We look forward to many goals being scored in Goal Studio gear.”

Hoon Kang, chief executive and founder of Korea-based sport, culture and marketing specialists and Goal Studio partners WAGTI, added: “The collection available in-game represents some of the most iconic Goal Studio items we’ve created over the past three years. Every piece created by Goal Studio is inspired by football culture, and to truly represent football culture, you have to represent gaming too.”

Goal is now available in 17 languages across 44 local editions producing regional content.

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