Currently, all you need to unlock upgrades is to reach a given rank. This allows players to reach, for instance, 2100 in the first week of the season and upgrade items to 226 for its entirety, without playing another match.
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In Patch 9.1, when you want to upgrade your PvP gear, you are now required to win a Rated PvP match at that rating during that week. Previously, you only needed to hit and hold that rating to upgrade your gear.