Ralph Lauren, the iconic American fashion company, has recently announced its exclusive partnership with G2 Esports, aiming to tap into the booming world of gaming and connect with a younger generation of consumers. By teaming up with G2, Ralph Lauren hopes to authentically showcase its brand and engage with digital natives who view gaming as a world-class sport and form of entertainment.

Alice Delahunt, Ralph Lauren’s Chief Digital and Content Officer, believes that the collaboration with G2 will not only enable them to showcase their brand in a new and exciting way, but also allow them to connect with a passionate and tech-savvy audience. This partnership marks a significant step forward for Ralph Lauren in reaching a younger demographic and expanding their brand presence across multiple platforms.

As part of their collaboration, G2 Esports and Ralph Lauren will collaborate on various campaigns and events throughout the year. These initiatives will include digital-first activations on popular platforms like TikTok and Twitch, as well as global campaigns and events. One of the notable campaigns is the Ralph Lauren Wimbledon campaign, which celebrates the fashion company’s 16th year as the official outfitter of The Championships. The campaign will feature Martin ‘Rekkles’ Larsson, a League of Legends star, alongside other prominent athletes from around the world.

Carlos ‘Ocelote’ Rodriguez, the founder and CEO of G2 Esports, expressed his excitement about the partnership, recognizing the significance of this collaboration for both G2 and Ralph Lauren. He emphasized the pride and happiness they feel in executing Ralph Lauren’s strategy while staying true to G2’s identity.

This collaboration between Ralph Lauren and G2 Esports highlights the growing intersection between the fashion industry and the gaming world. It reflects the recognition of gaming as a cultural phenomenon and the vast opportunity for fashion brands to reach a new audience through this medium. As more brands venture into gaming partnerships, we can anticipate exciting and innovative collaborations that bridge the gap between fashion and eSports.

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Business of Fashion