The first-of-its-kind partnership will see Ralph Lauren design G2 apparel long-term while featuring G2 players in digital ad campaigns.
G2 Esports has announced a first-of-its-kind partnership with Ralph Lauren. This deal that will see the luxury clothing brand design apparel for the European esports organization on a long-term basis.
With the deal G2 joins the list of Ralph Lauren's major sports partnerships including the U.S. Olympic and Paralympic Teams, multiple tennis tournaments including Wimbledon and the US Open, and PGA events including the PGA Championship.
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"Our partnership with G2 will further the progress we are making to bring our powerful heritage brand to life in authentic ways across new platforms," Alice Delahunt, chief digital and content officer for Ralph Lauren, said in the official press release. "It also underlines our commitment to engage new consumers – including a generation of digital-natives who participate in gaming as a world-class sport and for entertainment."
This summer G2 League of Legends player Carl Martin "Rekkles" Erik Larsson will feature in Ralph Lauren's annual Wimbledom campaign. The ads celebrate Ralph Lauren’s 16th year as official outfitter of the annual tournament and features other high-profile athletes.
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"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," G2 Esports CEO Carlos ‘Ocelote’ Rodriguez said in the official press release. "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."
The G2 Esports/Ralph Lauren partnership marks the latest in high profile partnerships between esports organizations and famous labels. Korean LoL team and current World Champion Damwon Gaming partnered with Kia Motors to become DWG KIA. Elsewhere, Team Solomid reached a deal with crypto trader FTX to change its name to TSM FTX. However, this partnership is also not G2's first major deal as it announced a partnership with Adidas earlier this year.