Purpose and Values
Milan, February 8th, 2022 – Prada, in collaboration with Ubisoft, leader in the gaming sector and creator of worlds and original entertainment experiences, presents the Prada Linea Rossa collection into the virtual world of Riders Republic®.
Players are invited to experience the thrill of outdoor sports in the magnificent American National Parks: they will connect, compete and slay tricks through an exciting range of sports such as biking, skiing, snowboarding and wingsuiting, with high-performance urban designs, crafted using innovative technologies and textiles.
As a result of this pioneering partnership, each player will be able to customise its character by choosing Prada Linea Rossa outfits – The Flame, Wild Stripes and Camouflage Rock – and sports gear – skis, a snowboard and a bike – created specifically for the game by Prada.
Starting February 8th, players will be able to explore the Riders Republic®social hub with some areas bedecked with Prada Linea Rossa colours and immerse themselves in a new themed experience. They will also be able to obtain some exclusive outfits by competing in the Shackdaddy Bandits weekly challenges or by challenging their friends in a permanent event called ‘Prada Beyond The Line’.