G2 Esports has announced a new partnership with lifestyle brand Smiley, launching a limited-edition capsule collection that marks Smiley’s first-ever collaboration with an esports team.
Founded in 1972, the Smiley Company is known for its signature bright-yellow Smiley symbol and partnerships that promote positivity across a range of industries and audiences. The G2 x Smiley collection, available on G2’s online store, blends gaming culture with streetwear aesthetics. It features oversized graphics t-shirts, hoodies, button-downs and a limited-edition tufted rug.
This release is part of G2’s ongoing 10th anniversary celebrations throughout 2025, as the organisation expands its presence beyond competitive gaming into lifestyle and entertainment. A second drop is scheduled for later this year, timed with a major esports event and is expected to include additional apparel and accessories.
G2 sees the partnership as part of a broader strategy to evolve its brand and connect with its community through culture and creativity. According to Sabrina Ratih, COO of G2 Esports, the company wanted a collection that reflects its style and values.
“We wanted to create something that reflects our personality: fun, daring, and unapologetically G2,” she said.
Ross Wilson, Chief Product Officer for Fashion at the Smiley Company, described the collaboration as a natural fit given both brands’ appeal to global audiences. “We couldn’t think of a better team to combine forces with to create a collection for fans who know that being playful is powerful,” he said.
Less Jerseys, More Esports Fashion
The G2 x Smiley collaboration encapsule is the latest in a series of high-profile fashion partnerships in esports, as high-end, classic brands continue to tap into the industry’s young audience.
In 2021, Adidas became the official apparel partner of G2 Esports, producing both competitive jerseys and a lifestyle collection featuring joggers and sweatshirts. Similarly, Nike partnered with South Korea’s T1, supplying training gear and performance wear designed specifically for professional esports athletes.
Ralph Lauren worked with both teams for a collection that featured polos, hoodies, and tracksuits, positioning the luxury brand within the esports and digital culture space.
Between 2019 and 2021, Puma partnered with Cloud9, starting with official team jerseys for the organisation’s League of Legends team before expanding into a full lifestyle collection that included hoodies and track pants. In 2020, Gucci entered esports by teaming up with Fnatic to release a limited-edition dive watch and campaign featuring players, marking the luxury brand’s first direct involvement in gaming culture.
As esports organisations grow a presence across entertainment and lifestyle sectors, collaborations with fashion brands reflect a shift in how teams engage with fans.
However, the majority of fashion collaborations in gaming still overlook the diversity of bodies and identities in the space, often designing clothing primarily for a male audience and fit.
G2’s anniversary year signals a continued push into broader culture for the organisation, and fans will be hoping this collaboration not only puts a smile on their face, but one they can wear too.
