Natura and MIBR will show that “Gaming is for everyone” and are already starting this new phase by creating a League of Legends team 100% made up of people who identify as female and non-binary. The new team will have 1 professional from a sieve made with LoL players from all over Brazil – a project called “Made in Brazil”.
In addition, Natura will support MIBR's inclusive Valorant team and will be an ambassador for WIBR (Women in Brazil), a platform for talents who identify with the female gender and want to work with games.
The relationship between the companies will be based on a co-creation model and everything will be designed to encourage and increasingly encourage inclusion and diversity in the universe of games. And to further boost the project, the partnership will feature 3 official ambassadors: current MIBR influencers AthenaXis, who is a streamer and influencer of Valorant; Yulla, League of Legends streamer and influencer; and Vitorinha, who, in addition to being a League of Legends player, is a singer and will bring music to the organization's ecosystem of influencers.
Denise Coutinho, Brazil marketing director at Natura, says that “with this project co-created with MIBR, Natura will be consistently present in the gaming universe, with the intention of transforming the scenario into a truly inclusive environment. Through initiatives that promote well-being, self-esteem and the power of the network of relationships, we want to build a new history of empowerment in this universe.”
Beyond a sponsorship relationship
The partnership between Natura and MIBR will not be limited to just a sponsorship relationship. The brand will be inserted in the day-to-day activities of the MIBR Training Center, in the life and routine of the players and creators that make up the organization. The union has a consistent trail of digital content that embraces all channels of the organization, the ambassadors and WIBR, positioning the brand as a supporter of inclusion initiatives in the segment.
This partnership came to strengthen the commitment of both brands to empower and inspire the public that identifies with the female and non-binary gender in the esports scene, in addition to spreading the message that “gaming is for everyone!”
“It's a dream come true! Not only to see Natura reinforce its presence in the universe of games, but to be able to announce that this journey will be made through a partnership with us. Natura is a brand that shares our values and purposes. We are proud of our Brazilian identity and we believe and invest in inclusion and diversity. Together, together and together, we will make history,” celebrates Roberta Coelho, CEO of MIBR.
“Made in Brazil” and “Natura in the game”
“Made in Brazil”, the organization's new project, which will discover the newest League of Legends talent and select 1 gamer for the new LoL team, is the maximum representation of the co-creation pillar between Natura and MIBR. The entire selection process will be recorded and transformed into a web series, entitled "Natura in the game", which will explore the construction of a partnership between the companies, visits to the MIBR CT and the Natura factory in Cajamar, in addition to from the selection of players to the final choice. Yulla, MIBR influencer and new brand ambassador, will be the presenter and one of the judges of “Made in Brazil”.
Ambassadors
Yulla is already part of the MIBR influencer team. The League of Legends streamer has one of the most watched female channels in Brazil. She will be responsible for commanding the transmissions of “Made in Brazil”.
ATHENA, another MIBR team influencer, specializes in Valorant and has a lot of strength with the female audience, making up 60% of her audience.
To complete the trio of Natura ambassadors, Vitorinha, singer and songwriter, the influencer, with more than a million followers on social networks, arrives to join forces and prove that MIBR is an organization that goes beyond the universe of games, uniting culture, eSports and entertainment in a single organization.
Soundtrack
Vitorinha already arrives making noise. The artist composed an exclusive song for the project. The song talks about coping and courage and is the result of a collaboration with Carol, her partner. With the name “Já Fui Você”, the sound will pack the union between Natura and MIBR.
Source: Gamers & Games
