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.
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.