WILL 2025 BE THE YEAR OF CHESS?

In recent years, chess has experienced a cultural renaissance, bridging the gap between the traditional and the contemporary. From fashion to advertising, and even breaking records, the timeless game of strategy has found its way into mainstream culture. As 2025 approaches, we can’t help but wonder—will it be the year of chess?

A New Dimension of Chess Boards

Amsterdam-based brand The New Originals has added its unique touch to the chess world. Their custom-designed chessboard reflects a fusion of creativity and functionality, resonating with a younger audience eager to engage with the game in fresh, innovative ways. This reimagining of the classic chessboard highlights how brands are pushing the boundaries of tradition to make chess more accessible and appealing.

Guinness World Record: Chess in Times Square

Chess took center stage in one of the most iconic locations in the world—Times Square—as @tunde_onakoya shattered the Guinness World Record with a 60-hour chess marathon. The event wasn’t just about endurance; it was a celebration of community and resilience. The energy and support from the crowd encapsulated the game’s ability to unite people from diverse backgrounds.

Puma Meets Magnus Carlsen

Global sportswear giant Puma stepped into the chess arena with its collaboration with world chess champion Magnus Carlsen. This partnership underscores the growing intersection of sports and intellectual pursuits, blending athleticism with the strategic mind of a grandmaster. The collaboration not only elevates the game’s profile but also introduces chess to a broader audience.

High Fashion Meets the Chessboard

Fashion has long been a canvas for storytelling, and @alexandermcqueen’s chess-inspired collection is no exception. Through intricate designs and bold motifs, the brand pays homage to the elegance and complexity of the game. Similarly, @louisvuitton’s iconic campaign showcases chess as a symbol of sophistication and intellect, aligning perfectly with the brand’s ethos.

Chess-Themed Advertising by G-Star Raw

@GStarRaw has also embraced the chess trend with a series of advertising campaigns that merge the game’s strategic essence with the brand’s cutting-edge aesthetic. These campaigns demonstrate how chess can be a powerful metaphor for decision-making and calculated moves—concepts that resonate well with modern audiences.

Magnus Carlsen is again ready to step in the G-Star Raw’s world with a new brand campaign coming up end of 2025.

A Global Movement

What we’re witnessing is more than a trend; it’s a movement. Chess is no longer confined to dimly lit rooms and grandmasters’ tournaments. It has become a cultural touchstone, inspiring creativity across industries and demographics. From fashion houses to athletic brands, and even viral social media moments, chess is proving its timeless relevance.

Conclusion

As we gear up for 2025, chess is poised to dominate not just game boards but also the cultural conversation. Whether through innovative products, groundbreaking achievements, or high-profile collaborations, the game’s impact is undeniable. Will 2025 truly be the year of chess? The board is set, and the pieces are in motion.

Stay tuned and make your next move.