Ralph Lauren extends metaverse promotion to Fortnite

Ralph Lauren is partnering with another immersive gaming platform. 

The upscale apparel brand is collaborating with the globally popular online game Fortnite in an initiative that includes real clothing and in-game outfits. Ralph Lauren has previously launched metaverse promotions in partnership with the Roblox virtual gaming platform and the Zepeto global social networking and avatar simulation app.

The new Ralph Lauren-Fortnite collaboration includes  a digital apparel and accessories collection launching in the Fortnite Item Shop virtual storefront, as well as a physical apparel capsule based on the digital collection.

In a first for Ralph Lauren, the collection was developed as a digital-first capsule. The company has previously offered digital apparel items for customer avatars in both its Roblox and Zepeto metaverse promotions.

The digital collection will debut two outfits, with alternate styles, and additional in-game cosmetics that will be available for digital purchase in the Fortnite Item Shop beginning Saturday, Nov. 5. The physical apparel capsule collection will be available Wednesday, Nov. 2, exclusively on the Ralph Lauren e-commerce site.

An additional product drop will launch globally on Thursday, Dec. 1 on the Ralph Lauren e-commerce site, Ralph Lauren and Polo-67 apps, and in select Ralph Lauren retail stores and specialty retailers including Bodega, Citadium, Highsnobiety, BSTN, LVL Gaming hub, Beams, and CMG Central World.

And on Friday, Nov. 4, Ralph Lauren will become the first luxury brand to cohost 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 digital collections. The tournament will be held across the globe where Fortnite is available.

As part of the campaign launch, Ralph Lauren will also host an in-person kickoff event streamed exclusively on the Amazon-owned Twitch social gaming platform on Thursday, Nov. 3 at 1 p.m. ET. Throughout three hours of live programming, viewers will be able to interact with top gamers, influencers and celebrities.

The Twitch livestream will feature interviews, interactive games and challenges with streamers and e-sports stars, as well as an exclusive musical performance by rapper Polo G.

“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.”

“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.”