Modern Marketing Brand Strategy Collaboration

Ralph Lauren launches partnership with Fortnite

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By Webb Wright | Junior Reporter

October 31, 2022 | 5 min read

The collaboration will include the launch of virtual and physical goods, a Twitch livestreaming event in New York City and a global in-game tournament.

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Ralph Lauren has announced a new collaboration with Fortnite / Ralph Lauren

Ralph Lauren is galloping into the world of online gaming.

Today, Ralph Lauren announced a new partnership with Epic Games, the company behind Fortnite, an online multiplayer video game that currently boasts more than 400 million user accounts globally.

Though it is not built using blockchain, Fortnite has become a major port of entry for brands looking to stake their claim in the metaverse – a still nebulously-defined virtual space that encapsulates not only some online games but also increasingly virtual reality (VR) and augmented reality (AR).

The partnership between Ralph Lauren and Epic Games, intended to increase the 55-year-old fashion brand’s visibility among younger audiences, will include the launch of a new series of both virtual and physical clothing and accessory items dubbed the ‘Polo Stadium’ collection.

The physical component of the collection – which includes a polo tee, a sweatshirt and a pair of boots, among other items – will be released starting on November 2, while the virtual items will be released in the Fortnite Item Shop (an in-game marketplace where players can buy outfits, accessories, emotes, weapons and more for their avatars) on November 5.

“Ralph Lauren has always designed dreams and created new worlds, and today our collaboration with Fortnite will deliver a groundbreaking experience to a new community of next-generation players and consumers,” David Lauren, chief branding and innovation officer at Ralph Lauren, said in a statement. “Our partnership represents a completely fresh take on the Ralph Lauren brand – designing for the metaverse first – that is thoroughly focused on the future. We are excited to continue to lead digital exploration, building on our decades-long track record of pioneering innovation.”

The brand said in a statement that the adaptation of its Polo pony logo into the world of Fortnite is “a testament to the company’s belief in the power of the metaverse.” It isn’t the only company to harbor such beliefs. According to the forum site Fortnite.Fandom.com, Fortnite has partnered with over 100 brands and artists, including the National Football League, Pandora, Marshmello and Wu-Tang Clan.

The fashion brand’s Fortnite activation will also include a livestreamed Twitch event – and in-person performance from rapper Polo G – in New York City on November 3. Ralph Lauren says that it will also become “the first luxury brand to cohost a global player tournament in Fortnite” through its “Polo Stadium Cup” tournament, launching November 3, through which players can win the opportunity to be among the first to access the Polo Stadium collection.

Ralph Lauren also launched a branded experience in Roblox in December 2021.

For more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.

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