As global brands continue to make their entrance to esports, new partnerships are constantly announced. This time, luxury fashion brand leader Ralph Lauren celebrates its partnership with the European powerhouse G2 Esports. The fashion brand will be G2’s exclusive fashion outfitter.
The partnership was announced via a video, which was broadcast G2 Esports’ social media channels. League of Legends roster’s superstar of the organization, Martin “Rekkles” Larsson, enters one of Ralph Lauren’s stores wearing a G2 Esports jersey and exits from the store with a fancy outfit. The team’s founder Carlos “Ocelote” Rodriguez meets him at the doorstep, wearing a hat with Ralph Lauren logo and driving a BMW. At the end, Rekkles mounts a horse and poses exactly the same as the fashion brand’s logo.
Chief Digital and Content officer Alice Delahunt shared her thoughts about the collaboration, saying, “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.”
Rodriguez also made a statement about the deal.
“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. I could not be more excited to share with all of you what’s coming”
According to the article in G2 Esports’ website, G2 and Ralph Lauren will collaborate in 2021 across multiple campaigns and events, and will also launch a series of digital-first activations on platforms such as TikTok and Twitch. Also, Rekkles will be featured among global athletes at Ralph Lauren Wimbledon campaign, celebrating the brand’s 16th year anniversary.