Today, Ralph Lauren and Epic Games, the creator and publisher of the globally popular online game Fortnite, announced a groundbreaking convergence of two culture-defining brands and will see the iconic Polo Pony logo reimagined for the first time in the Company’s 55-year history
A digital apparel and accessories line will be released through the Fortnite Item Shop, as well as a physical apparel capsule—inspired by the digital-first collection.
Ralph Lauren’s Polo Pony—one of the world’s most renowned logos—has finally been customised to commemorate the Fortnite collaboration, a sign of the firm’s conviction in the metaverse.
In a first for Ralph Lauren, the collection was concepted as a digital-first capsule, creatively influenced by a gaming design aesthetic
The digital Outfits feature Ralph Lauren’s signature artistry and craftsmanship, which are depicted in high fidelity with extremely rich detail, while the physical capsule collection translates the Outfits into reality.
David Lauren, Chief Branding and Innovation Officer at Ralph Lauren says 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..” says Lauren.
Adam Sussman, President at Epic Games says authentically expressing yourself is core to the player experience inside Fortnite.
“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.” says Sussman.
Ralph Lauren will host a series of activations to authentically engage the gaming community, including a Twitch livestream launch event, and will be the first luxury brand to cohost a player tournament in Fortnite, in celebration of the launch.
Ralph Lauren has a long history of digital innovation and storytelling. Nearly 25 years ago and created one of the first e-commerce sites.
More recently, Ralph Lauren created immersive virtual experiences using augmented reality and produced unique digital products, pushing the boundaries of what it means to develop new worlds both in real life and online.
The Polo Stadium Collection in Fortnite
The Polo Stadium collection, inspired by the brand’s Polo Sport line from the 1990s, is reimagined for the metaverse.
The digital Polo Stadium collection will debut two Outfits with alternative styles, along with additional in-game cosmetics that will be available for purchase in the Fortnite Item Shop starting November 5.
