Fashion company, Ralph Lauren, and the creator and publisher of the online game Fortnite has created a convergence of two culture-defining brands. For the first time in Ralph Lauren’s five-decade history, the Polo Pony — one of the world’s most iconic logos — has been specially redesigned to commemorate the collaboration with Fortnite. According to the companies, this is a testament to Ralph Lauren’s belief in the power of the metaverse.
The partnership will debut a digital apparel and accessories collection launching in the Fortnite Item Shop, as well as a physical apparel capsule. The digital-first capsule was influenced by a gaming design aesthetic.
Both the digital and physical Polo Stadium collection draws inspiration from the heritage of the brand’s celebrated Stadium collection and Polo Sport line from the 1990s, reimagined for the metaverse. 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.
As part of the campaign launch, Ralph Lauren will host an in-person kick-off event streamed exclusively on Twitch. Throughout three hours of exciting and engaging live programming, viewers will be able to interact with top gamers, influencers and celebrity talent.
On 4 November, Ralph Lauren will also become the first luxury brand to co host a global player tournament in Fortnite — “The Polo Stadium Cup” — where 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.
“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. 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.
“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.”
In December 2021, Ralph Lauren entered the metaverse scene by launching "The Ralph Lauren Winter Escape" with Roblox. The experience featured an exclusive collection of gender-neutral clothing and limited-edition items. According to Roblox, this is a first-of-its-kind holiday-themed experience that allows fashion fans to explore the world of Ralph Lauren through the metaverse and build the company's commitment to digital innovation.
Ralph Lauren and CONTEN.T join forces to launch global cancer care campaign
Ralph Lauren enters the metaverse with 'winter escape' themed experience
WPP and Epic Games team up to grow metaverse offering
Sony and LEGO's parent firm pump US$2bn into Epic Games
LEGO and Epic Games partner for kid-friendly and 'creatively inspiring' metaverse