G2 Esports announces major adidas partnership

14 January 2021


European organisation G2 Esports has announced a major two-year partnership with the global sportswear brand adidas.

The multi-year deal sees adidas become the sports apparel provider for G2, with the brand manufacturing the esports organisation’s 2021 jersey.

Photo credit: G2 Esports

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Speaking at G2’s official press conference earlier today, the organisation’s Founder and CEO Carlos Rodriguez outlined his excitement for the partnership.

He said: “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.”

The organisation has confirmed that in addition to providing technical merchandise for G2’s esports players, adidas will also work with the esports brand to release a lifestyle apparel collaboration.

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 Rodriguez’s face.

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The partnership also sees G2 gain exclusive industry access to adidas’ World of Sports arena in Herzogenaurach, which is based in the Bavarian district of Germany. 

In the press release, Björn Jäger, Vice President of adidas Central Europe also spoke on the partnership: “We are very proud of the new partnership with G2 esports, one of the leading entertainment organisations in the gaming industry.

“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.”

The sportswear company becomes the latest brand to join G2’s ever-expanding roster of partners. The esports organisation’s commercial portfolio already includes the likes of  Domino’s, Pringles, Mastercard and BMW.

Esports Insider Says: As a Berlin-based brand, partnering with German organisation G2 Esports makes a lot of sense for adidas. G2 will be able to drive a brand presence in their home market of Germany and to global gaming communities, particularly in North America and Europe. 

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