Ralph Lauren partners with G2 Esports
American fashion company Ralph Lauren has teamed up with G2 Esports as its exclusive fashion outfitter.
"Our partnership with G2 will further the progress we are making to bring our powerful heritage brand to life in authentic ways across new platforms," said Ralph Lauren chief digital and content officer, Alice Delahunt.
“It also underlines our commitment to engage new consumers – including a generation of digital-natives who participate in gaming as a world-class sport and for entertainment”
As part of the partnership, G2 and Ralph Lauren will collaborate together as early as this year across multiple campaigns and events. Together, they are also expected to launch a series of digital-first activations on platforms such as TikTok and Twitch, in addition to global campaigns and events.
Campaigns include the Ralph Lauren Wimbledon campaign, which celebrates Ralph Lauren’s 16th year anniversary as the official outfitter of The Championships, and sees the League of Legends star, Martin ‘Rekkles’ Larsson, feature among some of the biggest global athletes.
“Today is one of the most special days in my life and G2’s history. A brand I have loved for many years is now part of the G2 family. Ralph Lauren has entered the world of gaming in partnership with G2, and nothing makes us happier and prouder than to be able to execute on their strategy while doing our thing,” added Carlos ‘Ocelote’ Rodriguez, founder and CEO of G2 Esports.
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