Bandai Namco and Midnight Oil have teamed up to give the Tekken brand some high- fashion gear ahead of the highly anticipated release of Tekken 7. In a move designed to excite fans of the franchise, limited edition Sukajan Jackets were designed and have been made available for pre -order exclusively on the Bandai Namco online store, supported by ample brand promotion across social media and PR.
Sukajan Jackets, also known as Souvenir Jackets in Japan, are satin bomber-style jackets, often inspired by Japanese culture and originally popularized by American GIs returning home post war with exactly that – souvenirs.
The Heihachi Edition Tekken 7 Sukajan Jacket is fully reversible, featuring two unique designs inside/out celebrating the both character’s classic Tekken 1 Gi and his most recent Tekken 7 look. The numbered, limited-edition jackets are of the highest quality – made from satin Carmeuse and featuring over 400,000 stitches of embroidered detail.
Oogie Lee, Senior Creative Direct or at Midnight Oil, collaborated with Project Runway fashion designer Carrie Sleutskaya, on the bold design.
Debuted to core fans at the Tekken 7 Comic Con panel (first worn by Game Director Katsuhiro Harada), the jacket has since made appearances at the San Diego Comic Con show floor followed by featured placement at Bandai Namco’s Seattle’s Pax Prime presence. Additional promotions include a product photo shoot with demonstrating the apparel’s unisex appeal – used as both social media and store assets. Next, gaming personality and tastemaker Jessica Chobot was enlisted for a series of buzz-worthy social media posts. Finally, the jacket was highlighted in a marquee sizzle video that showcases the jacket alongside its in-game inspiration, Heihachi Mishima.
“Our partners at Bandai/Namco wanted to create a big splash in the months leading up to the next iteration of the Tekken franchise by creating something that would really get their fans talking”, said Midnight Oil’s Oogie Lee. “Connecting fans with brand engagement is a core philosophy of Midnight Oil, and that goes beyond traditional marketing. This will be the first in what we hope will be an expanding line of premium merchandise that rewards die- hard fans by letting them celebrate their beloved brand s, becoming walking evangelist s through the expression of fashion.”
The Credits:
Creative Agency: Midnight Oil, Burbank, CA