Ralph Lauren will celebrate its 16th year as the Official Outfitter of The Championships, Wimbledon with a global campaign and series of innovative digital activations and consumer experiences.
The Ralph Lauren Wimbledon Campaign Featuring a World-Class Group of Athletes
Launching on June 22nd, Ralph Lauren’s global campaign will celebrate the enduring partnership of two iconic brands steeped in heritage and who honor the sense of sportsmanship which Wimbledon is renowned for. In a series of elegant portraits and films shot at The All England Lawn Tennis Club, the cast, who are made up of a world-class group of progressive athletes from diverse sporting fields discuss the meaning of sportsmanship and the values behind the it, both on and off the court. The cast includes Professional rugby Player, Maro Itoje; Tottenham Hotspurs and South Korean soccer Player, Son Heung-Min; Principal Dancer at The Royal Ballet, Francesca Hayward; British Women’s surfing champion; Lucy Campbell and G2 E-Sports League of Legends Player, Rekkles. Rekkles involvement in the campaign, marks the first time a luxury fashion brand has partnered one of the world’s leading entertainment and esports brands, G2.
Virtual and Live-streamed Activations
Ralph Lauren’s iconic New Bond Street flagship store will be transformed into a groundbreaking Wimbledon-themed virtual shopping experience, allowing consumers to shop and interact with store through a virtual portal – all from the comfort of home.
On July 9 at 5pm GMT, Ralph Lauren and Twitch will bring the magic of Wimbledon to life through an immersive live experience combining fashion, sport and music on the online live streaming service. Top European Twitch gaming talent, SYNDICATE will host a series of guests in the live segment which will include styling sessions, sports quizzes and match reviews followed by a musical performance.
Other unique digital experiences include a Snapchat lens which transforms the user into the iconic Ralph Lauren bear wearing Wimbledon whites and playing on Centre Court. The lens can be accessed via snapcodes displayed in store or by scanning a polo pony. A bespoke Instagram lens will transport users to a Wimbledon-themed garden party, complete with whimsical florals, gentle music and clinking glasses.
Unique Consumer Experiences
In London and Paris, the New Bond Street and St. Germain flagships will live-stream tennis matches on screens displayed in the store’s windows. Customers are invited to watch while enjoying a refreshing beverage from the Ralph’s Coffee Pop-up, situated on the ground floor and terrace at New Bond Street or from the Ralph’s Coffee Truck, situated outside the St. Germain store, which will be offering Pimm’s and strawberries and cream throughout the tournament. Ralph’s in Paris, will continue the iconic culinary traditions of Wimbledon with tennis-inspired specials including a Wild Strawberry Tart and a Pimm’s Royale Cocktail.
The Polo Ralph Lauren Wimbledon Collection
As the Official Outfitter of The Championships, Wimbledon, Ralph Lauren provides uniforms for all on-court officials. Continuing to support the AELTC’s commitment to having a positive environmental impact by 2030, the ball persons uniforms will be made from yarn derived from recycled plastic bottles. The fabric will also have functional performance features, like stretch, moisture-wicking properties and UV protection, all constructed for active play.
Off-court, Ralph Lauren offers a commemorative apparel collection for men, women and children. Ralph Lauren will donate 20% of the net purchase price (excluding VAT) of its Wimbledon 2021 capsule collection sold online and in store in Europe* to the Wimbledon Foundation, the charity of The All England Lawn Tennis Club (AELTC) and The Championships (a registered charity with registration number 1156996)**.