The multiplayer online battle arena game “League of Legends (LoL)” was launched in the United States in October 2009 and surpassed 100 million monthly active players in September 2016. The game is now synonymous with e-sports, with professional leagues held worldwide. The provider, RIOT GAMES, has made its mission statement to be the most player-centric game publisher in the world and is known for its proactive efforts to bring the value of this title to fans on an ongoing basis. For example, the company is developing a smartphone version of the game, an animated project, and cross-industrial collaboration, including luxury brands. In the latter case, the company caused a stir in 2019 when it collaborated with Louis Vuitton to launch a travel case dedicated to the LoL World Championship trophy and a capsule collection. This collaboration with G-SHOCK follows in the same vein, as LoL fans tend to prefer gadget-like items, and the presence of characters and items in the game that have a high affinity with G-SHOCK were the triggers that led to this unique collaboration.