An unusual collaboration between Fortnite and Ralph Lauren is ushering in a milestone: it’s the first time the brand has redesigned its logo for Polo.
The collection, which takes inspiration from the game’s design aesthetic, will launch in the Fortnite Item Shop on November 5, with a physical clothing collection available for purchase in the real world on November 2. More products will launch globally in December.
The new logo appears to be a highland llama or alpaca with the classic rider mounted:
“Ralph Lauren has always designed dreams and created new worlds, and today, our collection with Fortnite will deliver a first-of-its-kind experience to a new community of next-generation gamers and consumers,” said David Lauren, director of brand and innovation at Ralph Lauren, adding that the company hopes to “continue to lead in digital exploration.”
Ralph Lauren will also host activations for the partnership, including an interactive Twitch live stream on November 3 at 1 PM EST, which will be hosted by Kelly Link and Sypher PK, and will see a musical performance by Polo G. It will also become the first luxury brand to co-host a player tournament in Fortnite, another clever marketing strategy to meet customers where they already are.
“Expressing yourself authentically is critical to the player experience within Fortnite,” said Adam Sussman, president of Epic Games. He added that the two companies together “have resulted in an inspired campaign and timeless look that Fornite players around the world are sure to love.”