Extreme branding: Prada teams with Riders Republic

Cutting crazy moves across the snow, these sports figures are moving so fast it's hard to see what they're wearing..... Oh no it's not, actually. The high-octane action slows at the vital moments to give us clear visuals of what these incredible performers are sporting - and it's gear from luxury fashion house Prada. Wow, unreal! Yes, literally. The exuberant kit and 'skins' are part of a surprising partnership between Prada and the Riders Republic video game by Ubisoft, in which participants can bike, ski, snowboard, or wingsuit across "an open world sports paradise". The specially designed range enables gamers to customise their characters with different outfits - The Flame, Wild Stripes and Camouflage Rock - and accessories. Founded in 1913, Prada is cutting-edge keen to stay in step, jump and somersault with innovation while showing its dexterity with the latest technology and high-performance textile development. Not all gamers are happy with this kind of accessorising, saying it brings over-monetisation into the picture, while others are eager to get their hands on the new designs. What are your thoughts? Looking for this collection on the real racks as well as screens?

Keywords: Prada and Riders Republic, Prada Linea Rossa ad, snowsports gear by Prada, video games and Prada, Ubisoft, Prada skins, luxury fashion gamers