High fashion and esports collided today as G2 Esports announced a landmark deal with fashion label Ralph Lauren. The new partnership was announced across social media and in a promotional video on June 21.
In a detailed post on their website, G2 outlined the partnership. Describing it as a collaboration, both brands explained that they’d be launching a series of digital-first activations across Twitch and TikTok.
They went on to outline some of these collaborations: “One such campaign is the Ralph Lauren Wimbledon campaign, which celebrates Ralph Lauren’s 16th year anniversary as the official outfitter of The Championships, and sees our League of Legends star, Martin’ Rekkles’ Larsson, feature among some of the biggest global athletes.”
Higher-ups from both G2 and Ralph Lauren weighed in on the deal. Carlos “Ocelot” Rodriguez, former League of Legends pro player and founder and CEO of G2, shared his thoughts: “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.”
Covering New Ground
Fashion and esports haven’t always gone hand in hand, with the average esports team putting out nothing more than a series of hoodies and polyester team shirts. However, some organizations have transitioned into creating more stylish offerings, such as 100 Thieves clothing drops.
With G2’s partnership with Ralph Lauren, perhaps the couture will start making more of an impact in esports. It’s fun to imagine scenes of pro players walking from buses in stylish suits or collecting trophies dressed to impress. Maybe we’ll see some of those energy drink fridges on streams traded in for tie racks and coat hangers.