- Ralph Lauren and G2 Esports join forces to conquer the new generations of gamers with an exclusive fashion collection.
- The alliance responds to the rise of electronic sports and seeks to bring the luxury brand closer to a young audience.
- This marketing strategy fuses fashion, gaming and lifestyle, harnessing the power of e-sports to broaden its consumer base.
Ralph Lauren seeks to conquer the new generations of gamers by renewing its strategic alliance with G2 Esports, a leading organization in the world of video games. As? Launching this July 15 an exclusive clothing collection that will be promoted by the most famous gamers in the world.
This collaboration between Ralph Lauren and G2 Esports responds to the growing boom in esports, an industry that has seen a skyrocketing popularity in recent years.
Faced with this phenomenon, more and more brands, including high-end ones, have realized the enormous potential that the gaming community represents as a diverse, passionate market with good purchasing power.
The partnership between Ralph Lauren and G2 Esports will allow the fashion brand to reach a young and enthusiastic audience, while the esports team manages to diversify its offer and take its identity to a new dimension.
Sabrina Ratih, the COO of G2 Esports, told The Drum that these kinds of collaborations seek to “bring fans closer to the brand, attract new audiences and improve the overall team experience.”
Ralph Lauren seeks to win among gamers
To promote the limited edition line, Ralph Lauren and G2 Esports launched a video ad that follows the best G2 players in a New York City-inspired setting.
They used an animated style that references the famous game League of Legends.
In advertising, the players wear the garments of the new collection, whose concept perfectly blends fashion, gaming and lifestyle.
The presentation of this exclusive collection took place within the framework of the LEC Summer Finals, a League of Legends tournament, in Berlin, Germany, where the players and fans of the team were able to closely appreciate the fusion between the world of fashion and the electronic sports.
luxury brand strategies
This alliance is a clear example of how luxury brands are harnessing the power of esports to expand their consumer base and reach new generations of gamers.
The collaboration between Ralph Lauren and G2 Esports opens a new door for high-end fashion in the competitive world of gaming, and undoubtedly marks a milestone in the history of the fashion and esports industry.
The global reach of G2 Esports will provide Ralph Lauren with a unique platform to reach millions of young fans passionate about gaming, while G2 benefits from the reputation and experience of one of the world’s most iconic brands.
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