LONDON, UK — Ralph Lauren is diversifying its sporting partnership portfolio by foraying into the gaming industry. G2 Esports, one of the world’s largest entertainment and esports brands with a global fanbase of more than 32 million, has just announced a collaboration with the brand.
Ralph Lauren will become the G2 team’s “official fashion outfitter” as part of the deal, and will promote the tie-in through a series of worldwide advertisements, events, and digital activations on platforms including TikTok and Twitch.
“Our collaboration with G2 will accelerate our efforts to bring our legacy brand to life on new platforms. It also demonstrates our dedication to reaching out to new audiences, including a generation of digital natives who see gaming as a world-class sport and a source of entertainment,” said Alice Delahunt, the company’s chief digital and content officer.
The new Ralph Lauren Wimbledon campaign features Maro Itoje and Francesca Hayward.
Ralph Lauren (Courtesy of Ralph Lauren) To kick off the partnership, Rekkles, the star of G2’s League of Legends game, will appear alongside other high-profile athletes in Ralph Lauren’s all-star Wimbledon campaign, including rugby player Maro Itoje, South Korean soccer player Son Heung-Min, Royal Ballet principal dancer Francesca Hayward, and surfing champion Lucy Campbell.
The campaign, which kicks off on June 22, is supposed to commemorate the brand’s 16th year as the official outfitter of Wimbledon’s Championships.
The company will also launch a variety of digital initiatives to bring Wimbledon to its customers’ homes, including bespoke Wimbledon-themed Snapchat and Instagram lenses, as well as a livestreaming experience on Twitch, to coincide with the campaign launch. On July 9, the broadcast will feature everything from musical performances to style sessions, sports quizzes, and match reviews.
The matches will also be televised live from the brand’s London and Paris flagships.