AS Roma is announcing the launch of a collaboration with iconic global lifestyle brand, tokidoki
AS Roma is pleased to announce that is beginning a collaboration with Tokidoki, a partnership that will include content creation, co-branded product development and the complete re-styling of the Club mascot.
To introduce this collaboration, a short animated film was created, which tells the legend of the birth of Rome and celebrates the eternal bond between AS Roma and the Capital, all narrated through the unquestionably creative lens of Tokidoki.
The first AS Roma x Tokidoki product collection is highlighted by a collectible vinyl figurine of ‘Romolo,’ one of the central characters created as part of the collaboration as well as a hat by New Era. A new line of clothing for men, women and children was designed, as well as a range of bags and accessories.
The products will be available at the AS Roma Store, on asromastore.com and on tokidoki.it starting from the end of September. Even ahead of the release of the first AS Roma x Tokidoki collection, the two partners are already working on plans for additional characters, content and product collections that will be made available in Asia.
The collaboration represents a life-long dream for co-founder and artist behind Tokidoki, Simone Legno: “I grew up in Nuovo Salario, and despite that I left home 18 years ago, Roma is the symbol and keeper of all my values, my heritage, my neighborhood, and my memories, and has become more apparent and significant with each passing year. I live and breathe Roma and beyond this collaboration being a career dream come true, emotionally it means so much to me, because I know how proud it makes my family and friends that I have been given this amazing opportunity to show my love for Roma and contribute to our culture.”
The partnership with Tokidoki is an example of AS Roma’s will continue to explore areas that go beyond the traditional boundaries of football clubs, such as those of lifestyle, fashion and the art world in general.
“For AS Roma – underlines the Chief Revenue Officer of the Club, Francesco Calvo – this collaboration represents an opportunity to interact with our fan base in a completely new way and at the same time the possibility of making Rome known to a new international audience. It was important that the partnership with tokidoki was based on a genuine and authentic relationship, as happened spontaneously with Simone, a passionate fan of the Giallorossi”.
The collaboration between AS Roma and Tokidoki will not be a one-off collaboration: the two partners have plans for additional characters, content and product collections in the near future.
Tokidoki is an internationally recognized and iconic lifestyle brand based on the vision of Italian artist Simone Legno and his partners, serial entrepreneurs Pooneh Mohajer and Ivan Arnold. Since debuting in 2005, Tokidoki has amassed a cult-like following for its larger-than-life characters and emerged as a sought-after global brand. Tokidoki offers an extensive range of products which include apparel, handbags, cosmetics, accessories, toys and more. As an innovative company, Tokidoki is known not only for its eyepopping aesthetic and criminally cute characters but also its megawatt partnerships with the likes of iconic brands such as Hello Kitty, Karl Lagerfeld, LeSportsac, Barbie, Onitsuka Tiger, Sephora, Marvel and others. The Tokidoki universe contains a diverse array of characters across several character families, each one with its own unique story.