Fashion label Ralph Lauren is turning the geeky gamer stereotype of esports players on its head by turning them into fashion icons in a new campaign featuring Martin ‘Rekkles’ Larsson.
This is part of a new fashion crossover with esports organization G2, which Larsson plays for.
Reports say Ralph Lauren is trying to make esports sexy by kitting players out in fashionable fits.
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Its latest advertisement features Swedish League of Legends player Martin “Rekkles” Larsson. It shows the player getting on horseback after swapping out his competition jersey at a Ralph Lauren atelier for a suave blazer and well-fitted jeans.
“(Our partnership with G2) 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,” said Ralph Lauren chief digital officer Alice Delahunt in a statement.
