Brands
Yu-Gi-Oh! levels up your wardrobe with a fashion fusion power play
MUMBAI: Get ready to summon some serious style, Yu-Gi-Oh! is no longer just for the duel arena. It’s coming for your closet. Konami Cross Media NY, Inc. has inked fresh global licensing deals that bring the iconic anime franchise to life through streetwear, activewear and knitwear. With new collaborations spanning Vanquish Fitness, Creating Fun, and Steady Hands, Yu-Gi-Oh! is entering the lifestyle fashion chat, one duel disc at a time.
“Each of our new partners is looking to expand their Anime presence in the marketplace and Yu-Gi-Oh! is their top choice,” said Konami Cross Media VP of licensing and marketing Jennifer Coleman. “These agreements will bring new lines of athletic wear, high-end jackets and bespoke knitwear, a new apparel offering for the Yu-Gi-Oh! merchandising business.”
Vanquish Fitness, the London-based athleisure brand started in 2015 by school friends Oliver Maloney and Ruben O’Brien, will launch a line of Yu-Gi-Oh! themed fitness wear including joggers, hoodies, and track suits. The partnership gives fans an excuse to flex both muscles and nostalgia, all under the banner of the brand’s community-driven platform #VQFIT.
Boutique online label Creating Fun brings premium streetwear into the duel. Known for its “if you know, you know” drops and a knack for merging bespoke tailoring with modern style, the US-based brand is crafting exclusive pieces for the fandom with a heavy dose of anime affection stitched into every seam.
Meanwhile, Steady Hands, a Gen Z favourite known for its viral knitwear drops, will stitch together Yu-Gi-Oh!’s first official knitwear line. The collection includes bespoke sweaters, tees, button-ups and even a themed blanket upping the snuggle stakes for fans. This follows their previously successful accessories capsule inspired by the Yu-Gi-Oh! Trading Card Game.
The deals were born out of connections made at the Licensing Expo in Las Vegas, where Konami Cross Media first met with Steady Hands, leading to a deeper collaboration.
For fans, it’s a win-win: nostalgic references, bold design, and wearable art that lets you rep your duel spirit without the cosplay. Whether you’re bench pressing or binge-watching, the new Yu-Gi-Oh! collections are set to be both fashion-forward and fandom-first.
Now that’s a turn worth drawing.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
