G2 Esports, one of the world’s largest esports brands, has announced a major new partnership with global sportswear leader Adidas – a deal that could not only revolutionize G2’s fortunes, but also help bring it closer together. esport of acceptance as a performance sport in its own right.
The multi-year partnership – which will be officially announced at 9:00 a.m. ET at a global Zoom press conference – will see Adidas, the 11th best employer of TBEN in the world last October, enter into a two-year deal to become the leading apparel supplier of sport supplier to G2, named eighth most valuable esports company by TBEN in 2020.
As a first step, Adidas will manufacture the esports team jerseys for the 2021 season. This new “G2 x adidas” jersey will offer new and unique features to the team, combining the brand’s AEROREADY technology with a new design for upcoming tournaments.
In the coming months – and in the footsteps of other emerging esports brands, such as David Beckham’s all-new Guild Esports – Adidas will also develop and create a lifestyle clothing collaboration for G2, though the details on this range have not yet been made public.
G2 Esports was founded in 2015 by a world famous company League of Legends player Carlos “ocelote” Rodriguez and entrepreneur Jens Hilgers. Over the past five years, it has amassed no less than 25 million registered supporters and is now valued at $ 175 million; he currently makes 80% of his income through esports, with a franchise team in LoL and non-franchised teams playing the tastes of CS: GO, Fortnite, and Fireplace.
This partnership with Adidas will undoubtedly improve G2’s out-of-competition revenue, but the German sportswear brand is not its first major sponsor. Over the past five years, the team’s list of partners has grown to include more predictable clients like Twitch, Pringles, and Domino’s, as well as much more prestigious companies like BMW and Mastercard.
Rodriguez, CEO of G2 Esports, said, “Today is a milestone day in G2 history. Announcing a partnership with a global sports brand like Adidas is a really special time for all of us. Joining the Adidas family as one of their partners, alongside global brands such as Real Madrid, Manchester United and Bayern Munich, is a real game changer for us and for the sports industry in general.
“As a long time player and now proud owner of a team, this partnership is truly a defining moment and a childhood dream of mine. I couldn’t be more excited about the potential of this partnership between Adidas and G2 over the next few years.
Meanwhile, Björn Jäger, Vice President of Brand at Adidas Central Europe, added: “With this partnership, we continue to be part of the growing gaming culture and are delighted to tap into the creativity and experience of G2 in this area. As a Berlin-based brand with global relevance, G2 will help us strengthen the brand’s presence not only in our home market, but also reach global gaming communities. “
Prior to today’s announcement, G2 Esports had a huge collection of unbranded clothing, and its jersey line only differs based on the sponsorships related to the game. For example, Valuing players are supported by Aimlab, while BMW provides its logo for Rocket league, Fortnite, and League of Legends teams.
While it is certainly its most important step in the market, the G2 Accord is not Adidas’ first foray into esports. In November, he partnered with the France Team Vitality to customize his sporty AM4 sneakers to create the AMT VIT.01.
Understandably, this has led to these predictable and tiring comments about how sportswear shouldn’t be designed for those whose sports require them to sit down, but this next step in “esportwear” will hopefully help. the industry will take another step forward towards acceptance – and help talented players get the credit they deserve.