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How Ralph Lauren's 'phygital' boot sale in Fortnite shows benefits — and limits — of virtual commerce

To marketers at Ralph Lauren, this week’s so-called “phygital” boot release represents an unprecedented mix between the brand’s virtual and physical options.
August 01, 2023

How Ralph Lauren's 'phygital' boot sale in Fortnite shows benefits — and limits — of virtual commerce

To marketers at Ralph Lauren, this week’s so-called “phygital” boot release represents an unprecedented mix between the brand’s virtual and physical options.

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Ivy Liu
To marketers at Ralph Lauren, this week’s so-called “phygital” boot release represents an unprecedented mix between the brand’s virtual and physical options.

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While agency execs recommend clients license any sounds or memes used in content, some brands will go ahead without doing so. Some brands will fly under the radar, according to marketers and agency execs, while others will face legal challenges. 

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