Diesel Collaborates With PlayStation to Promote New Game Release

Diesel comes back with a new collaboration in the digital world with gaming giant PlayStation for release of the new game, Days Gone.

Diesel Collaborates With PlayStation to Promote New Game Release

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Diesel comes back with a new collaboration in the digital world with gaming giant PlayStation for release of the new game, Days Gone.

Diesel and PlayStation have a lot of common grounds: both of them have grown beyond their original products and purposes; both have become greater lifestyle brands, and both promote the idea of bold, uncompromising and successful living.

Diesel was actually a pioneer of in-game marketing, looking at computer programs as a significant media platform in the future. They’ve been linked with the gaming world since 1997, when they started making their first gaming collaborations. Their projects in the gaming realm range from a customised PlayStation to the game, to Protokid.com developed to promote Diesel’s new clothing line at the time.

Diesel considered that the history of Days Gone, which narrates the struggle for the survival and redemption of a motorcyclist crossing the desolate Oregon desert, reflected his design philosophy: a tribute to the figure of the hard-going and free-spirited motorcyclist.

PlayStation and Diesel have partnered for the release of the highly anticipated PlayStation 4 games, Days Out, coming out on the 26th of April. On the 19th of April, Diesel dropped a limited-edition collection inspired by one of the most hyped PlayStation releases of the year.

The mini collection will feature a denim jacket, denim vest, four t-shirts, and a baseball cap. Denim, which is highly used in the collection, is partially distressed and graphically treated. The denim in the collection differentiates itself with the main character’s initials, wings, biker-inspired patches, graffiti and studs. The t-shirts also portray this aesthetic, Moto-inspired flare. The Days Gone game insignia, too, appears in may of the pieces.

From April 19, selected Diesel stores will give customers a chance to play Days Gone, up to one week prior to its official release date. These stores will feature a PlayStation console on site, through which users may demo the program. The capsule collection will be available in select markets across Europe, Japan, and on www.diesel.com.


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