The men’s fashion market has unique challenges compared to women’s: men spend less time shopping, buy from fewer stores and don’t engage with fashion related media. The entry point for men isn’t fashion itself, but other passion points and iconic heroes. Gaming has exploded in recent years and has now overtaken sport as the most popular passion point. H&M partnered with two of the hottest sports gamers, dressed head-to-toe in H&M garments, as they battled it out in the UK’s top game, FIFA 2019. This drove H&M’s highest online sales ever and took them from 4th to 2nd most talked about fashion brand for young men.