Ralph Lauren teams up with Fortnite for digital collection
Ralph Lauren announced on Monday it has teamed up with Fortnite for the launch of a digital apparel and accessories collection, as well as a physical apparel capsule—inspired by the digital-first collection.
Dubbed the 'Polo Stadium' collection, the collaboration draws inspiration from the heritage of the the U.S. luxury brand’s 'Stadium' collection and 'Polo Sport line' from the 1990s, reimagined for the metaverse. Ralph Lauren's collaboration with the Epic Games-owned Fortnite will also see the iconic Polo Pony logo reimagined for the first time in the company’s 55-year history.
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 November 5.
The physical apparel capsule collection will also be available on November 2, exclusively on RalphLauren.com. An additional product drop will launch globally on December 1 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.
“Ralph Lauren has always designed dreams and created new worlds, and today, our collaboration with Fortnite will deliver a groundbreaking experience to a new community of next-generation players and consumers," said David Lauren, chief branding and innovation officer at Ralph Lauren.
"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,”
In celebration of the launch, Ralph Lauren will host a series of activations to engage the gaming community, including a Twitch livestream launch event. It will also co-host a global player tournament in Fortnite—'The Polo Stadium Cup'— where players can earn in-game rewards including first access to the Ralph Lauren outfits and accessories. It will be held across the globe where Fortnite is available, on November 4.
“Authentically expressing yourself is core to the player experience inside Fortnite,” said Adam Sussman, president at Epic Games. “Ralph Lauren’s iconic ‘Polo’ design history together with the powerful versatility of Unreal Engine and the unmistakable style of Fortnite have resulted in an inspired campaign and timeless looks that Fortnite players worldwide are sure to love.”
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