BRAND COLLECTION | Fashion Updates

Fashion Meets Esports: Ralph Lauren and G2 Esports Launch Dynamic Clothing Collection

Published: July 24, 2023
Author: Fashion Value Chain

Fashion giant Ralph Lauren has announced an exciting partnership with Berlin-based organization, G2 Esports, renowned for its work with popular gaming titles such as Fortnite and League of Legends. This collaboration will see Ralph Lauren become the official outfitter of the G2 team, marking a significant move for the fashion brand into the world of esports.

As part of this new alliance, a special-edition capsule collection will be introduced, offering a range of stylish apparel inspired by Ralph Lauren’s signature navy blue, gold, and cherry red colors. The collection will include items such as baseball caps, tracksuits, hoodies, and t-shirts.

Sabrina Ratih, the Chief Operating Officer at G2 Esports, expressed her enthusiasm for the partnership, stating that collaborations like this are invaluable for enhancing the overall experience for the G2 community. By forging relationships with iconic brands, they aim to bring fans closer to the G2 brand, attract new audiences, and provide better experiences for their dedicated supporters.

To promote the limited-edition line, Ralph Lauren and G2 Esports have launched an energetic video advertisement. The ad follows G2’s top professional gamers, featuring Nikola “NiKo” Kovač, Steven “Hans Sama” Liv, Michaela “mimi” Lintrup, Zainab “zAAz” Turkie, Julia “juliano” Kiran, and others, as they navigate a vibrant New York City-inspired landscape. The animation captures the dynamic essence of League of Legends and showcases the players participating in various activities. For instance, Hans Sama is seen graffitiing his name on a building, while zAAz confidently maneuvers a motorbike through traffic, and juliano glides along the streets on a longboard. All the players proudly sport animated versions of apparel from the Ralph Lauren capsule collection.

G2’s in-house creative team, Digiteyes, conceptualized and produced the captivating short film. Through this collaboration, G2 aims to bridge the gap between gaming and lifestyle, moving esports further into the fashion and consumer space. This innovative capsule collection not only solidifies G2’s position as a pioneer in the esports industry but also presents an opportunity to seamlessly blend fashion, gaming, and lifestyle. The collection offers fans the chance to wear these items both within and beyond the gaming arena.

The eagerly awaited capsule collection is set to make its debut today. The G2 League of Legends team will celebrate the launch at the LEC Summer Finals, a major tournament for League of Legends scheduled to take place in Berlin starting this Saturday. Many of the players have already utilized their Instagram platforms to promote the new collection, which is now available for purchase on the G2 website.

As this groundbreaking collaboration unfolds, Ralph Lauren and G2 Esports aim to elevate the presence of esports within the fashion and lifestyle realms. By uniting two industries that embody creativity, self-expression, and passion, they are determined to set new standards and enhance the experiences of both gaming and fashion enthusiasts alike.

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