Why G2 Esports and Ralph Lauren's 2023 Capsule is Fire.
G2 and Ralph Lauren dropped their latest collection, a limited edition capsule which will be debuted by the G2 League of Legends team in the LEC Summer Playoffs.
The partnership between G2 Esports and Ralph Lauren is not a new one. It began back in in 2021, across multiple campaigns and channels across the world.
Perhaps most importantly, it was a partnership between two brands who shared a common desire and mission to win in their respective Arenas.
"Made to Win meets Made to be Worn." - G2 Esports
On July 14, 2023, G2 and Ralph Lauren dropped their latest collection, which will be debuted by the G2 League of Legends team in the LEC Summer Playoffs.
This partnership between the two brands was formed to innovate and push boundaries in gaming culture, and they have with this collection. But before we get into the merch, let's break down the launch video.
One thing Valorant proved a couple of times, and most recently with this insanely hype video for Game Changers Championships 2022, is that players and fans LOVE to see themselves, and their idols, recreated in animated form.
From Niko to Mimi to Hans Sama and more, G2 icons from various Esports to launch this collection in anime form. And instead of seeing them in-game or on the server, we see them parading around a virtual city putting their other skills on display. The video also featured a lot of small details that would resonate with fans of G2 - and the fans agreed.
The three big wins for me here are:
1. Pushing content away from a single esport/title and bringing together creators and players from all esports.
2. Diving full-on into the lifestyle and culture genre, pushing the connection between gaming, fashion and life to another level.
3. G2 and Ralph Lauren basically sticking with it. Clearly both brands understand that gaming and esports is a long-term play. Rather than doing one big promo or launch and going their separate ways, both brands have continued to build upon and grow this partnership. Nothing proves authenticity like time, and they have invested it.
They are living up to the ambitions they set out to achieve when they began the partnership back in 2021 -
“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. 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” - Alice Delahunt, Chief Digital & Content Officer, Ralph Lauren
“Today is one of the most special days in my life and G2’s history. 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 on 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.” - Carlos ‘Ocelote’ Rodriguez, Founder, and CEO of G2 Esports
That also brings to mind one more thing that can't go without mention. Carlos Rodriguez, the CEO and Founder of G2 Esports was recently cancelled as a result of being spotted partying with the infamous Andrew Tate. This led to removal of G2 Esports from Valorant Partnership, and Carlos stepped down as CEO of the brand.
I understand the backlash, but I also appreciate and applaud that Ralph Lauren has not over-reacted to the situation and is continuing to build upon their relationship with the G2 brand. Understanding that the actions of a single man do not need to undo 3 years of collaborative work to build and grow gaming culture.
You can view the full collection here.