Thinking
The collaboration was designed to authentically merge the intense, iconic identity of the DOOM franchise with the bold and edgy aesthetic of Culture Kings. The strategy focused on reaching gaming audiences through culturally relevant fashion, experiential retail, influencer engagement, and community-driven hype around the game’s release.
Execution
Merchantwise delivered a high-impact launch event at Culture Kings’ flagship Sydney store, featuring immersive brand experiences for media, influencers, gaming fans, and the broader community. The activation included the reveal of a custom Harley-Davidson Sportster S motorcycle inspired by DOOM: The Dark Ages, alongside an exclusive apparel collection available across Australia, New Zealand, and the United States. The fashion range featured bold franchise artwork blending classic DOOM visuals with modern streetwear styling.
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