Fashion and gaming increasingly linked. Ralph Lauren launched interactive games to engage consumers in a playful way and signed a partnership with the G2 Esports team, founded by League of Legends player Carlos Rodriguez and eSports investor Jens Hilgers in 2015. Advertising on TikTok and Twitch is planned, together with global events and campaigns. The American brand will sponsor the great Wimbledon tennis event. It is the first time that a luxury fashion brand dresses esports players with a long-term agreement.