Ralph Lauren store. Shutterstock.
The American fashion brand said Monday it has inked a deal to outfit esports brand G2 Esports’ team of gamers.
The move is the latest sign of fashion’s growing interest in gaming and its community of young consumers. Though other brands have experimented with the format in the past, Ralph Lauren claimed to be the first luxury brand to officially outfit an esports team on a long-term basis.
G2 Esports was founded by League of Legends player Carlos Rodriguez and esports investor Jens Hilgers in 2015 and says it has a global fanbase of more than 32 million. Its team competes in titles including League of Legends, Fortnite and Valorant.
Ralph Lauren said the deal marks a “next generation addition” to its sports partnerships and will help it engage new consumers. The brand’s existing sponsorship deals include the US Olympic and Paralympic Teams and Wimbledon.