G2 Esports is now an official partner of global sportswear brand Adidas. The multi-year deal presents new opportunities for G2, including bringing them closer to global recognition as an esports brand. Similar to Cloud9’s deal with Puma, the 2-year partnership will allow Adidas to manufacture merchandise for the European gaming organization.
G2 x Adidas lifestyle brand
Kickstarting the new partnership will be G2’s 2021 Pro Player Jersey and Kit featuring AERORREADY technology. In addition to new designs, the upcoming jerseys will feature a holographic image of G2’s founder Carlos “ocelote” Rodríguez Santiago. Details are not yet confirmed over their new upcoming apparel collection, though it might be released close to Spring, typically when other esports brands release new apparel.
G2 also previewed their upcoming sportswear line in a new video published the morning of Jan. 14. The video features Ocelote and others wearing multi-color tracksuits. Towards the end, the camera pans to a neon sign that reads Adidas x G2.
Additionally, G2 now has access to Adidas’s recently built “World of Sports” esports arena in Herzogenaurach, Germany. Ocelote made his sentiments clear over the ground-breaking alliance.
“Today is a landmark day in G2 history. To announce a partnership with a global sports brand like Adidas is a truly special moment for all of us.
“As a lifelong gamer and now proud team owner, this partnership is truly a watershed moment and a childhood dream of mine,” he continued. “I could not be more stoked about the potential of this partnership between adidas and G2 throughout the next years.”
Björn Jäger, Vice President Brand Adidas Central Europe also added, “With this partnership we continue being a part of the growing gaming culture and are excited to tap into G2’s creativity and experience within this area. As a Berlin-based brand with global relevance, G2 will help us drive brand presence not only in our home market but also reach global gaming communities.”
This new partnership will not only add to the organization’s revenue, but also create visibility among the sports industry. Other sports brands supported by Adidas include Real Madrid and Manchester United.
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