Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Ralph Lauren Gets into Gaming With Esports Sponsorship Deal

Ralph Lauren Store front with logos on canopy covers over the display windows.
Ralph Lauren store. Shutterstock. (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.

In This Article
Organisations

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.

Is Generative AI the New Fashion-Tech Bubble?

The extraordinary expectations placed on the technology have set it up for the inevitable comedown. But that’s when the real work of seeing whether it can be truly transformative begins.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.