Ralph Lauren and G2 launches a series of digital-first activations on TikTok and Twitch, as well as global campaigns and events
Global luxury fashion brand Ralph Lauren and G2 Esports (G2), one of the world’s leading entertainment and esports brands, has announced Ralph Lauren as an exclusive fashion outfitter to the G2 team, marking the first time a luxury brand officially outfits an entire esports team on a long term basis.
As part of their partnership, Ralph Lauren and G2 will also launch a series of digital-first activations on platforms such as TikTok and Twitch, as well as global campaigns and events.
“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,” said Alice Delahunt, Ralph Lauren, Chief Digital & Content Officer.
The G2 partnership marks a next-generation addition to Ralph Lauren’s prestigious sporting partnership portfolio, including the US Olympic and Paralympic Teams; The Championships, Wimbledon; the US Open; the Australian Open; the PGA of America and the PGA Championship; the US Ryder Cup team; the US Open Golf Championship; and the American Junior Golf Association.
This summer will see G2’s League of Legends star Rekkles feature in Ralph Lauren’s latest Wimbledon Campaign. The campaign celebrates Ralph Lauren’s 16th year as the official outfitter of The Championships, Wimbledon and will feature a selection of other high-profile athletes from a variety of sporting fields.
G2 was founded in 2015 by legendary League of Legends player-turned-team owner, Carlos ‘Ocelote’ Rodriguez, and veteran esports entrepreneur and investor, Jens Hilgers.
“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 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,” said Carlos ‘Ocelote’ Rodriguez, Founder, and CEO of G2 Esports.
In the past five years, G2 has built a global fanbase of over 32 million fans spanning EMEA, North America, Latin America and the Asia Pacific. International household name brands are increasingly recognising the opportunities that esports can offer to tap into an engaged youth audience.