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June 29, 2021
G2 Esports and Ralph Lauren are collaborating on multiple campaigns to bring the esports and luxury worlds together through brand extension.
One phase in the new Ralph Lauren x G2 Esports campaign places "League of Legends" pro-player Martin "Rekkles" Larsson among other global athletes in a 16th-anniversary Ralph Lauren Wimbledon collection.
"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," says Alice Delahunt, chief digital and content officer, Ralph Lauren. "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."
"Today is one of the most special days in my life and G2's history," says Carlos "Ocelote" Rodriguez, founder, chief executive officer, G2 Esports. "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 their strategy while doing our thing. With their support, we will continue to thrive and elevate the way we entertain you. As a lifelong gamer and proud founding CEO, seeing Ralph Lauren enter this industry is an incredible moment I will never forget. I could not be more excited to share with all of you what's coming."
The new Ralph Lauren campaign joins licensing partnerships with Adidas, campaign extensions with Betway and a digital push with the new luxury partner across social media platforms TikTok, Twitter, Instagram and YouTube, among others.
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