Global luxury fashion brand Ralph Lauren today announced its partnership with G2 Esports (G2), becoming the first luxury brand to outfit an entire esports team exclusively. Ralph Lauren and G2 also plan to leverage their partnership to develop and launch digital-first campaigns and events on platforms such as TikTok and Twitch.
Ralph Lauren’s prestigious portfolio of worldwide sporting partnerships, including the United States, is now enhanced by the G2 collaboration. Olympians and Paralympians; the PGA of America and PGA Championship; the US Open; Wimbledon; the US Open; the Australian Open; and the U.S. Soccer team. Ryder Cup team; the U.S. Open Golf Championship; and the American Junior Golf Association.
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
Alice Delahunt, Ralph Lauren, Chief Digital & Content Officer.
Rekkles, a League of Legends player from G2, will appear in Ralph Lauren’s new Wimbledon marketing campaign. Ralph Lauren celebrates 16 years as official clothing sponsors of Wimbledon by preparing a campaign featuring some of the world’s most famous athletes.
Founded in 2015 by legendary League of Legends player, Carlos ‘Ocelote’ Rodriguez, and esports veteran and investor, Jens Hilgers, G2 is focused on production and deployment of content across digital platforms.
Since 2005, G2 has gone from strength to strength, building a global fanbase spanning Europe, North America, Latin America, and Asia-Pacific. The popularity of esports among youth audiences is increasingly attracting the attention of international household name brands.
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. 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
Carlos ‘Ocelote’ Rodriguez, Founder, and CEO of G2 Esports.
