Ralph Lauren Launches Partnership With Fortnite - The Drum

Today, Ralph Lauren announces a caller concern with Epic Games, the institution down Fortnite, an online multiplayer video crippled that presently boasts much than 400 cardinal idiosyncratic accounts connected a planetary scale.

Though it is not built upon the blockchain, Fortnite has go a large larboard of introduction for brands looking to involvement their assertion successful “the metaverse” - a still-nebulously defined virtual abstraction that encapsulates not lone immoderate online games but besides progressively virtual world (VR) and augmented world (AR).

The concern betwixt Ralph Lauren and Epic Games, intended to summation the 55-year-old manner brand’s visibility among a younger audience, volition see the motorboat of a caller bid of some virtual and carnal covering and accessory items dubbed the “Polo Stadium” collection. The carnal constituent of the postulation - which includes a polo tee, a sweatshirt, and a brace of boots, among different items - volition beryllium released starting connected November 2, portion the virtual items volition beryllium released successful the Fortnite Item Shop (an in-game marketplace wherever players tin bargain outfits, accessories, emotes, weapons, and much for their avatars) connected November 5.

“Ralph Lauren has ever designed dreams and created caller worlds, and today, our collaboration with Fortnite volition present a groundbreaking acquisition to a caller assemblage of next-generation players and consumers,” David Lauren, main branding and innovation serviceman astatine Ralph Lauren, said successful a statement. “Our concern represents a wholly caller instrumentality connected the Ralph Lauren marque - designing for the metaverse archetypal - that is thoroughly focused connected the future. We are excited to proceed to pb integer exploration, gathering connected our decades-long way grounds of pioneering innovation.”

Ralph Lauren said successful a connection that the adaptation of its Polo pony logo into the satellite of Fortnite is “a testament to the company’s content successful the powerfulness of the metaverse.” It isn’t the lone institution to harbor specified beliefs. According to the forum tract Fortnite.Fandom.com, Fortnite has partnered with implicit 100 brands and artists, including the National Football League (NFL), Pandora, Marshmello, and Wu Tang Clan.

The manner brand’s Fortnite activation volition besides see a livestreamed Twitch lawsuit - and in-person show from rapper Polo G - successful New York City connected November 03. Ralph Lauren says that it volition besides go “the archetypal luxury marque to cohost a planetary subordinate tourney successful Fortnite” done its “Polo Stadium Cup” tournament, launching November 03, done which players tin triumph the accidental to beryllium among the archetypal to entree the Polo Stadium collection.

Ralph Lauren besides launched a branded acquisition successful Roblox successful December 2021.

For more, motion up for The Drum’s Inside the Metaverse play newsletter here.

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