Ralph Lauren continues Fortnite collab with physical boot modeled after digital version
Ralph Lauren has been in Fornite since last year, having launched a collection of in-game outfits and items. Now they are producing a limited edition real-world boot inspired by the digital version.
On August 3, Ralph Lauren is launching the Polo P-Wing Boot, a physical shoe modeled after a digital Ralph Lauren garment sold inside “Fortnite” last year.
The release demonstrates how brands are increasingly experimenting with the metaverse as a product testing and commerce channel — but also how they are still determining how to connect the virtual and the physical in meaningful ways.
Ralph Lauren has been in “Fortnite” since last year, when the company launched a collection of in-game outfits and items inside the popular game. At the time, the total price of all of Ralph Lauren’s in-game cosmetics was about $20; this time around, the physical Polo P-Wing Boot will sell for $250, and the company is manufacturing only 200 of them, according to Ralph Lauren chief innovation officer David Lauren.
“Our gut is that it will be available for just a few minutes, because it’s the kind of thing that will sell out,” Lauren said. “Our hope is that this will be something that will go quickly, if people are engaged with ‘Fortnite’ and engaged with the experience.”
To support the boot sale, Ralph Lauren is also opening a custom-branded “Fortnite” experience named “Race to Greatness by Polo Ralph Lauren.” Designed in Unreal Editor for Fortnite by the development studio Beyond Creative, the virtual island includes a range of fun locations based on Ralph Lauren runway shows and other intellectual properties, but the boot is a focal point.
Full story at Glossy.
You can find the boot itself on Ralph Lauren’s website here. It’s currently sold out, as anticipated.
Check out our coverage of other fashion or retail examples for additional inspiration.
