Ralph Lauren unveils new clothing line in collaboration with G2 Esports

The new collaboration includes a special-edition capsule collection featuring baseball caps, tracksuits, hoodies, t-shirts and more, styled in the fashion brand’s iconic navy blue, gold and cherry red.

“We are thrilled to announce the significant step G2 has taken to expand further into the consumer space with our latest collaboration with Ralph Lauren,” Sabrina Ratih, chief operating officer at G2 Esports, tells The Drum. “We believe that partnerships hold immense value in enhancing the overall experience for the G2 army. By forging these relationships, we aim to bring fans closer to the brand, attract new audiences, and offer better experiences for our fans.”

To promote the limited-edition line, the two brands have released a high-energy video ad that follows some of G2’s top professional gamers – including Nikola “NiKo” Kovač, Steven “Hans Sama” Liv, Michaela “mimi” Lintrup, Zainab “zAAz” Turkie, Julia “juliano” Kiran and others – through a high-energy New York City-inspired landscape, animated in the style of League of Legends. The players are seen engaged in various activities; Hans Sama graffities his name onto a building, zAAz speeds through traffic on a motorbike while juliano rides a longboard through the city. They all sport animated versions of apparel from the new capsule collection.

The short film was concepted and produced by G2’s in-house creative team Digiteyes.

G2 believes the collaboration will help move the needle on the brand’s efforts to gaming and esports into the world of fashion and lifestyle. “This exciting capsule collection not only reinforces G2's position as pioneers in the esports scene but also highlights our continuous efforts to push boundaries and bridge the gap between esports and lifestyle,” Ratih says. “The collection specifically focuses on seamlessly blending fashion, gaming and lifestyle, allowing fans to wear these items both inside and outside the arena.”

The first-of-its-kind collection debuts today. G2’s League of Legends team will celebrated the launch at the LEC Summer Finals, a major League of Legends tournament, which kicks off Saturday in Berlin. Many of the players took to Instagram to promote the new collection, which is now available to purchase on the G2 website.

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