New York (CNN Business) Louis Vuitton's logo is known the world over, and now its luxury products are finding their way inside video games. The French designer is making virtual items in a game called "League of Legends" that people can buy with real money.

It's part of a new deal announced Monday, the latest in a growing trend of luxury brands teaming up with video games as they seek to find new digital audiences.

Louis Vuitton and "League of Legends" developer Riot Games' partnership extends beyond virtual clothes. The French fashion house will also release a "League of Legends" inspired fashion collection and a custom-made trophy case for the League's annual esports finals to be held in Paris this November. The partnership will continue through the 2020 finals in China, according to Riot.

Although this is Louis Vuitton's first foray into video games and esports, the company has previously designed a trophy case for the FIFA World Cup. Esports are starting to challenge traditional sports, Riot Games' head of partnerships Naz Aletaha said.

The League of Legends World Championship trophy is shown here beside a custom Louis Vuitton trophy case.

"The size and scale of [our Worlds championships] have really reached a point where it's starting to rival traditional sports," she said.

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