Luxury fashion brand Ralph Lauren recently unveiled a new partnership with the European gaming organization G2 Esports. Ralph Lauren will now serve as the exclusive fashion brand of G2. Also, the organizations will work together to launch digital activations, as well as other campaigns, on several social media platforms.
“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,” said Carlos “Ocelote” Rodriguez, the Founder of G2 Esports. “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.”
G2 Esports has already announced several partnerships in 2021. This includes deals with brands like Betway, Bondly, and Adidas.
The Profit‘s Take:
I think there is a very interesting overlap going on recently between gaming and fashion. It started with Esports Fashion Week, which I felt was not completely necessary because you never see traditional sports host fashion events. Still, this is a great move for Ralph Lauren in the never-ending effort for companies to become a “lifestyle brand”. Unfortunately, I don’t see Ralph Lauren doing anything different or bringing any innovation to the esports fashion industry at this moment in time, so while the move is good for these two organizations, it doesn’t really excite me.
(All information was provided by Esports Insider)