G2 Esports has announced a new multiyear partnership with Adidas, the largest sportswear brand in Europe. With this deal, Adidas becomes G2s official sports apparel provider, including the manufacturing of their new 2021 jerseys.
The new G2 jersey will contain a number of unique features, such as AEROREADY technology which is designed to ‘keep the fabric dry and breathable’. Additionally, the jersey is set to include a ‘subtle hologram image’ of Carlos Rodriguez’s face, the founder and CEO of G2.
The deal does not stop there, on top of providing apparel for G2s esports players and the teams new jerseys, the two powerhouse European organizations will release a lifestyle apparel collaboration. This has been a trend over the last couple of years for several esports teams and organizations, as they have looked to expand their revenue avenues.
G2 continues to expand their partnership portfolio, as Adidas joins the impressive list that includes Domino’s, Pringles, Mastercard and BMW, among countless other big names brands.
Carlos Rodriguez had this to say on the partnership: “You can argue that there’s been a bunch of ‘non-endemic’ brands that have been included or involved in esports, but this is one of the first moments that I truly see that involvement goes beyond just putting the logo on a jersey or just appearing in the website as a logo. I think that this is very clearly different than most of the stuff you have seen already. After dealing with adidas throughout all these months and discussing with them strategy, and discussing with them a lot of matters, I can tell you already that adidas thinks unlike most corporations. They’re actually very ambitious and cutting edge in the way they think about where the next move should be.”
This partnership continues to prove how big esports has really become and how big it can be going forward. The gaming culture is continuing to grow, and big name brands like Adidas and others want to be a part of it. The audiences for esports teams want to be a part of the team, the more the organizations create these lifestyle brands and collaborations, the more their fans can connect with the teams and their players.