Ralph Lauren and G2 Esports will be joining forces for a special global partnership.

Announced today, Ralph Lauren will be the first luxury brand to outfit an entire esports team. The two companies will also join forces on special events and digital-first activations in the future.

Ralph Lauren’s Chief Digital & Content Officer Alice Delahunt said:

“Our partnership with G2 will further the progress we are making to bring our powerful heritage brand to life in authentic ways across new platforms. It also underlines our commitment to engage new consumers – including a generation of digital-natives who participate in gaming as a world-class sport and for entertainment.”

G2 Esports founder/CEO Carlos ‘Ocelote’ Rodriguez said:

“Today is one of the most special days in my life and G2's history. A brand I have loved for many years is now part of the G2 family. Ralph Lauren has entered the world of gaming in partnership with G2, and nothing makes us happier and prouder than to be able to execute on their strategy while doing our thing. With their support, we will continue to thrive and elevate the way we entertain you. As a lifelong gamer and proud founding CEO, seeing Ralph Lauren enter this industry is an incredible moment I will never forget. I could not be more excited to share with all of you what's coming.”

This summer, G2’s League of Legends player Rekkles will take part of Ralph Lauren’s Wimbledon campaign, which celebrates the 16-year collaboration between Ralph Lauren and Wimbledon. Aside from Wimbledon and G2 Esports, Ralph Lauren also collaborates with U.S. Olympic and Paralympic Teams, the US Open, the Australian Open, the PGA of America and the PGA Championship, the U.S. Ryder Cup team, the U.S. Open Golf Championship, and the American Junior Golf Association.