Ralph Lauren Corp. entered the esports industry through a partnership with the European organization G2 Esports.
The company becomes an exclusive fashion outfitter to the G2 team. As part of its partnership, Ralph Lauren and G2 will also launch a series of digital-first activations on platforms including TikTok and Twitch and 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.
Ralph Lauren’s sporting partnership portfolio includes the U.S. Olympic and Paralympic Teams, The Championships, Wimbledon, the U.S. Open, the Australian Open, PGA of America and PGA Championship, the U.S. Ryder Cup team, the U.S. Open Golf Championship, and the American Junior Golf Association.
G2 was founded in 2015 by League of Legends player-turned-team owner, Carlos ‘Ocelote’ Rodriguez, and veteran esports entrepreneur and investor, Jens Hilgers. 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.
Photo courtesy G2 Esports/Ralph Lauren
