European organisation G2 Esports has announced a partnership with luxury fashion brand Ralph Lauren.
As a result of the partnership, Ralph Lauren and G2 will launch a series of ‘digital-first’ activations on platforms such as TikTok and Twitch. Moreover, both entities will collaborate on ‘global campaigns’ and events.
Martin ‘Rekkles’ Larsson, G2 Esports’s League of Legends player, will also be featured in Ralph Lauren’s Wimbledon Campaign. Alongside Rekkles, the campaign is expected to feature a variety of ‘high profile’ athletes as the brand celebrates its 16th year as an official outfitter of the tennis tournament.
Ralph Lauren has also been named the exclusive fashion outfitter for G2 Esports.
Carlos ‘Ocelote’ Rodriguez, Founder, and CEO of G2 Esports, commented: “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.
“With their support, we will continue to thrive and elevate the way we entertain you. As a lifelong gamer and proud founding CEO, seeing Ralph Lauren enter this industry is an incredible moment I will never forget.”
2021 has been a productive year for the European esports organisation already. Alongside securing a partnership with bookmaker Betway, G2 has also announced deals with Bondly and adidas.
Meanwhile, Ralph Lauren’s partnership with G2 sees the brand strengthen its commercial portfolio that includes the U.S. Olympic and Paralympic teams, the US Open, and the Australian Open, among others.
Alice Delahunt, Ralph Lauren, Chief Digital and Content Officer, added: “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.
“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.”
Esports Insider says: Esports and fashion continue to build a relationship that is steadily growing as brands look to attract a younger demographic. This point is certainly highlighted by G2 and Ralph Lauren’s partnership. It’ll be interesting to see what these campaigns will entail and whether it will include a specific esports fashion line by the company.