copywriter
Valoran X Subway
SWEET REVENGE
What if your next in-game flex came with a real-world flavor?
Subway and Valorant team up to drop the Footlong Cookie knife—an exclusive in-game item that lets players collect ingredients across matches. Complete the recipe, and unlock a limited-edition Footlong Cookie in real life. Gaming just got a whole lot sweeter.
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Valorant is Gen Z’s top FPS, with 20M+ players, low entry barriers, and huge eSports traction. Past drops like the Candy Cane Knife show how limited, themed items drive hype—making it the perfect game to launch a collectible Footlong Cookie knife.
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Players begin with a basic Chocolate Chip Footlong Cookie, and as they collect more toppings in-game, their knife grows stronger. Once all ingredients are gathered, they unlock the Sweet Revenge Cookie Knifeand receive a message to redeem their real Footlong Cookie.
On Valorant and Subway’s social channels, we’ll announce the collab and reveal which maps hide the ingredients players need to unlock the Footlong Cookie Knife. Each ingredient corresponds to a specific map. In-game, a countdown timer in the lobby will build hype and anticipation for the new weapon drop.