Tiffany & Co Owns Championship Moments

Tiffany & Co was looking for a way to connect with gaming culture. They knew that if they just started marketing to young gamers, there would be very little buy-in for their brand. Not a lot of gamers are buying Tiffany's jewelry for their gaming buddies or partners. How did they get in? They were smart about it.

Tiffany & Co looked to their brand purpose to find their Right to Play.

The Tiffany brand purpose is simply to Redefine Love's Special Moments.

Well, what is the single most special moment in esports? That championship moment where you hoist the trophy over your head, officially completing a lifetime's worth of work into a game, team or esport that you are deeply passionate about.

Not only for the players and teams, but for the fans.

“The Summoner’s Cup is a symbol of greatness in esports and the crowning achievement in League of Legends,” Naz Aletaha, global head of League of Legends Esports for Riot Games, said in a statement. “The teams who hoist it represent the best of our sport—their mastery forever a part of LoL Esports’ history.”

With this trophy design, Tiffany & Co found their Right to Play in gaming, but Redefining Esports' Special Moments.

As you can see, it doesn't have to be rocket science. What made this work was that the idea of redesigning a trophy is deeply connected to the brand DNA, and is authentic to what value they can bring to the gaming space. Tiffany's has a long history of creating trophies for traditional sports, so this was a natural evolution.

The Cup weighs 44 pounds and is about 27 inches tall. It was created at Tiffany’s hollowware workshop in Cumberland, Rhode Island, where their expert artisans paired age-old tools and techniques dating back to the mid-19th century, with the latest innovations.

This sort of work is also part of a trend as Riot has already worked with Louis Vuitton on a number of initiatives, creating the case containing the Summoner's Cup before.