G2’s Ambitious Adidas Partnership Aims To Shake Up Esports In 2021
G2 Esports, one of the world’s leading esports brands, has announced a major new partnership with global sportswear powerhouse Adidas–an agreement that could not only revolutionize G2’s “entertainment empire,” but also help push esports closer to acceptance as performance sports in their own right.
The multi-year deal–which was formally announced at 9:00AM ET through a global Zoom press conference with international media, including Forbes–will see Adidas, Forbes’ 11th best employer in the world last October, enter a two-year deal to become the major sports apparel provider to G2, the eighth most valuable esports company in 2020.
After a brief introduction from G2 CEO and League of Legends superstar Carlos ‘ocelote’ Rodriguez, an incredibly polished video preview of the partnership was played out, featuring G2’s textbook confidence and sense of humor, as well as Rodriguez himself. To coincide with the official conference announcement, G2 dropped the trailer across its social channels to its millions of followers.
Initially, Adidas will manufacture the esports team’s jerseys for the 2021 season. This new “G2 x adidas” shirt will offer new and unique features to the team, combining the brand’s AEROREADY technology with an all-new design for upcoming tournaments.
In the coming months–and to take a greater grip of a rapidly-developing esports apparel market, which David Beckham’s all-new Guild Esports also entered last November–Adidas will also develop and create a lifestyle apparel collaboration for G2, though details about this range are yet to be revealed.
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Image: Adidas and G2 Esports are coming together in a multi-year deal. SOPA IMAGES/LIGHTROCKET VIA GETTY IMAGES