Secretlab is the world's best-selling gaming chair — Singapore DTC-only, SoftWeave innovation, and IP collaborations that turn chairs into collector's items.
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See all ads on AdLibrary →Secretlab is a Singapore-based gaming chair brand founded in 2014 by Ian Alexander Ang and Alaric Choo. The world's best-selling gaming chair brand, it operates purely DTC globally and is known for SoftWeave fabric innovation, extensive IP collaborations (Star Wars, Marvel, League of Legends), and esports sponsorships.
Secretlab's advertising is built on two engines: product innovation (SoftWeave fabric, ergonomic science) and IP collaboration drops that create scarcity and cultural relevance. Limited-edition Star Wars, Marvel, and game-franchise chairs generate organic media coverage that amplifies paid ad campaigns. Browse Secretlab ads on AdLibrary to see how gaming hardware brands fuse product and culture marketing.
Secretlab runs global DTC campaigns on Facebook and Instagram targeting gamers and streamers aged 16–35. Product demo videos showing SoftWeave texture and ergonomic adjustment features perform strongly. IP collaboration launch ads target the specific gaming or film community of each collaboration. YouTube gaming creator sponsorships are heavily used for authentic product integration.
Core themes: 'Built for champions,' 'Used by the world's best esports athletes,' 'SoftWeave — softer than leather, cooler to touch,' and collaboration-specific messaging ('Game from the Dark Side' for Star Wars). Ergonomic health ads target back-pain-aware desk workers. Limited edition drop ads use 'Available for a limited time only' scarcity urgency. Direct comparison ads highlight build quality vs cheaper alternatives.
Secretlab's IP collaboration model is a masterclass in creating collectible, earned-media-generating limited editions from a durable goods product. Each collaboration launch functions as a PR event, an ad campaign, and a community activation simultaneously. Premium DTC brands in any hardware or home goods category should investigate licensing partnerships with culturally resonant IP as a demand-generation alternative to discount-led promotions.
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