Polo Ralph Lauren Dips Its Toe Into The Metaverse With Fortnite Collab
Polo Ralph Lauren has partnered with Fortnite to offer gamers some snazzy new outfits to wear while dropping in, building platforms, and shooting at each other.
Inspired by Ralph Lauren’s “1992 Stadium” collection, a streetwear line infused with the worlds of auto-racing and aviation, the collection even features a redesigned Ralph logo — with the polo player sitting atop Fortnite’s cartoon llama.
The two “culture-defining brands” have also collabed on physical, as well as digital, apparel.
“Ralph Lauren has always designed dreams and created new worlds, and today, our collaboration with Fortnite will deliver a ground breaking experience to a new community of next-generation players and consumers. 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,” said David Lauren, chief branding and innovation officer at Ralph Lauren.
Ralph Lauren will host a series of activations to authentically engage the gaming community, including a Twitch livestream launch event, and will be the first luxury brand to co-host a player tournament in Fortnite.
The digital collection will debut two Outfits, with alternate styles, and additional in-game cosmetics that will be available for purchase in the Fortnite Item Shop beginning 5 November.
The physical apparel capsule collection will also be available on 2 November, exclusively on RalphLauren.com. An additional product drop will launch globally on 1 December on RalphLauren.com, The Ralph Lauren App, the Polo-67 App, in select Ralph Lauren retail stores and specialty retailers including Bodega, Citadium, Highsnobiety, BSTN, LVL Gaming hub, Beams, and CMG Central World.
A Twitch livestream will take place on 3 November to launch to collection at 1 pm ET. Viewers will be able to interact with top gamers, influencers and celebrity talent. Hosted by Kelly Link and Sypher PK, the Twitch livestream will feature interviews, interactive games and challenges with streamers and esports stars such as Sommerset, Alixxa, and Ta1yo, and more, as well as an exclusive musical performance by rapper Polo G.
The Polo Stadium Cup Fortnite player tournament will see Ralph become the first luxury brand to cohost a global player tournament in Fortnite. participants will have the opportunity to earn in-game rewards including first access to the Ralph Lauren Outfits and accessories. This Zero Build tournament will be held across the globe where Fortnite is available.
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