Ralph Lauren Moves In on the Gaming Industry with G2 Esports Partnership

The brand will be G2’s official fashion outfitter.

Gaming
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European esports giant G2 announced on its website on Monday that Ralph Lauren will join the “#G2Army” as their exclusive fashion outfitter.

The partnership will also include multiple campaigns and events and a digital-first activation series across TikTok and Twitch, with ventures slated to begin in 2021.

“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,” Ralph Lauren Chief Digital & Content Officer Alice Delahunt said in a press release. “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.”

Kickstarting the partnership is the G2-repped League of Legends star Martin ‘Rekkles’ Larsson, who is featured among athletes in the Ralph Lauren Wimbledon campaign, celebrating the brand’s 16th year as the championship’s official outfitter.

In other gaming news, Bandai Namco is creating a new Gundam video game designed for the esports.

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