The brand is boosting its presence in Web3 by getting closer to the ultra-popular video game Fornite. Several activations, physical and digital, will be unveiled in the coming weeks.
Skins by Ralph Lauren.
Gaming has not finished capturing the attention of the industry. After Balenciaga and Moncler last year, then Armani Beauty a few weeks ago, it was Ralph Lauren’s turn to join Fortnite, which has 400 million registered accounts worldwide.
Through a partnership with the creator and publisher Epic Games, the brand will offer a line of clothing and digital accessories to discover in the store of objects of the video game from November 5th. Called “Polo Stadium”, the collection will consist of two skins inspired by the “Stadium” and “Polo Sport” range of the 90s. series of digital activations will also be scheduled, such as a live launch event on Twitch and the co-organization of a Fortnite player tournament by Ralph Lauren“The Polo Stadium Cup”.
In parallel with this Web3 initiative, the brand has put on sale, since November 2, a capsule of physical pieces on its site. If the line refers to digital items soon to be launched on Fortnite, new products will be unveiled on December 1, online and in stores. Materialize digital collections reflects the ambition of luxury to make the connection between a 3.0 project and operations in real lifeevidenced by the collaboration Burberry et Minecraft. A way to captivate the millions of connected players, in particular the famous GenZ, while targeting an audience less engaged in gaming but fond of exclusive drops.
Ralph Lauren has always engineered dreams and created new worlds, and today our collaboration with Fortnite will deliver a groundbreaking experience to a new community of next-gen gamers and consumers. Our partnership represents a completely new vision for the Ralph Lauren brand – designing for the metaverse first – that is firmly focused on the future.
Through this project, Ralph Lauren intends to strengthen its position in the world of video games, at a time when several studies indicate that theuse of gamification generates an increase in the engagement rate of up to 150%. A development strategy implemented for several months by the brand having already collaborated with Zepeto or G2 Esports.
