Metaverse first as Ralph Lauren and Epic Games agree Fortnite tie up
Ralph Lauren and Epic Games, the creator and publisher of online game Fortnite, have announced a partnership.
This will see the debut of a digital apparel and accessories collection in the Fortnite Item Shop, as well as a physical apparel capsule.
“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,” says 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.”
“Authentically expressing yourself is core to the player experience inside Fortnite,” says 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.”
To mark the launch, Ralph Lauren will host a series of activations to engage the gaming community, including a Twitch livestream launch event, and will be the first luxury brand to cohost a player tournament in Fortnite.
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