European esports organization G2 Esports have confirmed their collaboration with top sportswear brand Adidas after several months of speculation.
As part of the deal, which spans two years, Adidas will serve as the org’s sports apparel provider. The sportswear giants will provide technical merchandise for players, along with a lifestyle apparel collection that fans can get their hands on.
The partners are expected to take the wraps off their new collaborative jersey for this year’s season on Jan. 14 during an online press conference. The item contains “contain several unique features” such as technology that makes the fabric breathable, as well as a hologram image of the face of G2’s CEO, Carlos ‘ocelote’ Rodriquez, Dexerto reported.
— G2 Esports (@G2esports) August 20, 2020
Adidas has previously worked with Spanish brand Team Heretics, Danish org North, and French organization Team Vitality, German FIFA team FOKUS CLAN. G2 Esports, on the other hand, have a reputation for establishing working relationships with brands that are popular out of esports.
They are currently tied up with the likes of Domino’s, Red Bull, Pringles, Mastercard, and BMW. Known for their wisecracks and self-criticism on social media, the organization has been given access to Adidas’ office block dubbed, World of Sports, its corporate campus in Herzogenaurach, Germany, which has been designed to look like a sports arena.
Team Vitality has released several team-branded trainers as part of its collaboration with Adidas. While it remains to be seen whether or not G2 will receive the same treatment, they have a considerable number of fans who head straight to their merch store whenever a new line of apparel is released.
— Pengu (@G2Pengu) October 20, 2020
“Today is a landmark day in G2 history,” ocolete said. “To announce a partnership with a global sports brand like Adidas is a truly special moment for all of us. To join 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 the wider esports industry.”
“Esports has been booming for a while, and 2020 was yet another superb year for its growth. As a lifelong gamer and now proud team owner, this partnership is truly a watershed moment and a childhood dream of mine. I could not be more stoked about the potential of this partnership between Adidas and G2 throughout the next years.”