FURIA launches Neymar-led 24-hour streetwear drops
FURIA has launched Drop House, a streetwear project featuring Neymar Jr. Products are released through 24-hour drops during live Kings Cup broadcasts.
Brazilian esports organisation FURIA has launched Drop House, a streetwear project featuring Neymar Jr., the organisation’s co-president. The initiative uses 24-hour product drops during live broadcasts of the Kings Cup to sell apparel through FURIA’s online store.
The Kings Cup is a seasonal tournament phase of the seven-a-side Kings League, created by Gerard Piqué. The Drop House collection debuted during a Kings Cup broadcast.
New items are first worn by Neymar without prior announcement during team travel, training sessions and matches. Viewers can scan QR codes shown during broadcasts to access the products through FURIA’s official online store.
Each item is available until 11:59 p.m. BRT on the following day. After that deadline, the product is permanently discontinued.
The match MVP receives the featured item from FURIA co-founder Cris Guedes during the live post-match segment. Neymar serves as FURIA’s co-president alongside Guedes, connecting the collection to the organisation’s Kings League team.
JFR Lab, a textile facility in São Paulo, produces the apparel. The company works on streetwear construction, custom washes, overprinted graphics and embroidery for Brazilian fashion labels.
FURIA marketing manager Giovanna Akkari said the project is intended to expand the organisation’s brand beyond esports by bringing sports, entertainment and fashion together in short sales periods.
Additional weekly drops are scheduled across FURIA’s official digital platforms for the duration of the Kings Cup. Drop House is part of FURIA Collections, the organisation’s lifestyle merchandise division, which has previously collaborated with fashion brand Champion and headwear company New Era.
FURIA’s apparel portfolio also includes official match kits developed with Adidas. Eyewear brand Oakley is among the organisation’s commercial partners.
LOUD, Fluxo and paiN Gaming have also established teams in the Kings League. Streamer Alexandre “Gaules” Borba is participating through his own team.
Reviewed and fact-checked by Alex Panasenko on November 10.
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