Ralph Lauren is stepping into esports. After dropping an ad spot for its 2021 Wimbledon campaign starring Swedish League of Legends gamer Martin Larsson (a.k.a. Rekkles), Ralph Lauren is officially partnering with G2 Esports—the team Larsson plays for. The luxury brand is outfitting the sports team in Ralph Lauren gear, and is partnering with G2 Esports across TikTok and Twitch. Ralph Lauren’s chief digital and content officer notes the push into esports is a way for the brand to engage with new consumers, specifically “a generation of digital-natives who participate in gaming as a world-class sport.” YPulse’s Scouting Next Gen Sports Fans trend data shows that 48% of young males are avid followers of esports, and tapping into the gaming industry is becoming a top way for brands to engage with Gen Z and Millennials. (Adweek)
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