Iconic brands unite: Atari® and King’s Award-winning OLPRO announce outdoor collaboration

OLPRO, the award-winning British outdoor leisure brand, is proud to announce a new licensing agreement with Atari®, one of the world’s most iconic consumer brands and interactive entertainment producers. This will see the two companies collaborate on a range of innovative, Atari-branded outdoor products, bringing together Atari’s legendary legacy with OLPRO’s expertise in sustainable design.

The announcement comes on the heels of OLPRO’s recent recognition with the prestigious King’s Award for Sustainability, underscoring the company’s commitment to environmentally responsible manufacturing and product development. The agreement will leverage OLPRO’s industry-leading approach to sustainability, ensuring that the new Atari-branded products are both stylish and eco-friendly.

“Atari’s adventurous spirit will have a new chapter with a line of outdoor gear designed and manufactured by OLPRO,” said Casandra Brown, Head of Licensing at Atari. “Atari fans will be able to celebrate our brand in a new way.”

Daniel Walton, Founder and Managing Director of OLPRO, said: “At OLPRO, we’ve always believed that adventure should be accessible, innovative and built to last. Working with Atari brings together two brands that have inspired generations in different ways—one through unforgettable gaming experiences and the other through memorable outdoor adventures. We’re excited to create a range that celebrates nostalgia while encouraging people to get outside, explore and make new memories. Combined with our commitment to sustainable product development, we believe this collaboration will deliver something genuinely unique for both camping enthusiasts and Atari fans alike.

“For me, personally, this couldn’t be more exciting. As an Atari fan through the 80s and still , very much, today – there isn’t an Atari console or computer I haven’t played – I can see that Atari are a forward thinking company whilst celebrating what they’ve brought to an incredible industry. It feels like a match that should happen – we will be producing exciting equipment for adventure alongside the creators of Adventure. The range will be for explorers and gamers alike. We will have some great product out for this Christmas and a full range for 2027.”

The first range of Atari x OLPRO products is expected to launch later this year, with further details to be announced soon.

CAA Brand Management facilitated the deal on behalf of its client Atari.