Ralph Lauren, a renowned fashion brand known for its presence in the world of traditional sports, is now making its foray into the virtual realm by partnering with esports leader G2 Esports. This collaboration marks Ralph Lauren’s first venture into the gaming industry after successful partnerships with prestigious events like the US Open, Wimbledon, and PGA of America.
G2 Esports, founded in 2015 by Carlos “Ocelote” Rodriguez and Jens Hilgers, is known for bringing together top-level players and influential figures in competitive gaming. As part of the partnership, Ralph Lauren will provide stylish outfits to the members of G2 Esports for an extended period of time. Additionally, the two entities will work together on social media platforms, such as TikTok and Twitch, as well as launch communication campaigns and appear jointly at global events.
To celebrate the longstanding 16-year partnership between Ralph Lauren and the Wimbledon tournament, the campaign will feature Martin Larsson, a renowned League of Legends player known as Rekkles. This collaboration not only allows Ralph Lauren to extend its presence to new platforms but also enables the brand to reach the dedicated audience of G2 Esports, which consists of a generation of digital natives who view gaming as a world-class sport and entertainment.
The decision to enter the esports industry comes as no surprise, considering the industry’s rapid growth and potential for revenue. According to a 2021 report by NeoZoo, the esports industry generated an impressive $947 million in revenue in 2020. Furthermore, the industry is projected to grow by 14.5% this year, with global viewership expected to increase by 10%. Luxury brands like Gucci and Louis Vuitton have already recognized and embraced this trend by collaborating with esports and gaming entities.
This partnership between Ralph Lauren and G2 Esports signifies the fashion brand’s commitment to embracing new platforms and engaging with diverse audiences. By aligning with esports, Ralph Lauren aims to tap into the thriving gaming market and establish its presence among the growing community of gaming enthusiasts. The collaboration promises to be a mutually beneficial opportunity for both Ralph Lauren and G2 Esports, as they explore uncharted territory within the virtual realm.
Useful links:
1. NeoZoo Report on Esports Industry
2. Gucci Esports Collaboration
