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Ralph Lauren and G2 are launching a series of digital-first activations on TikTok and Twitch, as well as global campaigns and events

Global luxury fashion brand Ralph Lauren and G2 sport (G2), one of the world’s leading entertainment and esports brands, has appointed Ralph Lauren as the exclusive fashion outfitter for the G2 team.

As part of their partnership, Ralph Lauren and G2 will also launch a number of digital-first activations on platforms such as TikTok and Twitch, as well as global campaigns and events.

“Our partnership with G2 will drive the progress we are making to bring our strong traditional brand to life in an authentic way on new platforms. It also underscores our commitment to attracting new consumers – including a generation of digital natives who play gaming as a world-class sport and entertainment, “said Alice Delahunt, Ralph Lauren, Chief Digital & Content Officer.

The G2 partnership complements Ralph Lauren’s prestigious portfolio of sports partnerships, including the US Olympic and Paralympic teams; The Championships, Wimbledon; the US Open; the Australian Open; the PGA of America and the PGA Championship; the US Ryder Cup team; the US Open Golf Championship; and the American Junior Golf Association.

This summer, G2’s League of Legends star Rekkles will be featured in Ralph Lauren’s latest Wimbledon campaign. Celebrating Ralph Lauren’s 16th year as Official Supplier to The Championships at Wimbledon, the campaign will feature a selection of other high-profile athletes from a variety of sports fields.

G2 was founded in 2015 by legendary League of Legends player who became a team owner, Carlos ‘Ocelote’ Rodriguez and veteran esports entrepreneur and investor Jens Hilgers.

“Today is one of the most beautiful days in my life and in the history of G2. A brand that I’ve loved for many years is now part of the G2 family. Ralph Lauren stepped into the world of gaming in partnership with G2, and nothing makes us happier and prouder than being able to execute their strategy while we do our thing. With your support, we will continue to thrive and improve the way we entertain you. As a lifelong gamer and proud founding CEO, seeing Ralph Lauren in this industry is an incredible moment that I will never forget. I couldn’t be more excited to share what’s coming with all of you, ”said Carlos ‘Ocelote’ Rodriguez, Founder and CEO of G2 Esports.

Over the past five years, G2 has built a global following of over 32 million fans in EMEA, North America, Latin America and the Asia-Pacific region. International well-known brands are increasingly recognizing the opportunities eSports can offer to appeal to an engaged young audience.