G2 Esports Announced Sportswear Partnership with Giants Adidas

Leading organization G2 Esports has announced a partnership with major sportswear brand Adidas. The German company will become G2’s... Pablo | 15. January 2021

Leading organization G2 Esports has announced a partnership with major sportswear brand Adidas. The German company will become G2’s apparel provider, with the duo having signed a two-year deal. It is hoped that the association will help to improve the reputation of Esports as a performance sport.

G2 jerseys will be manufactured by Adidas for the 2021 season, which will combine the sportswear brand’s AEROREADY technology with a brand-new design. G2 have followed in the footsteps of Guild Esports by establishing such a relationship, with Adidas also set to develop lifestyle clothing for German-based organization.

Why the Deal is Important for G2 Esports

G2 Esports is now valued at around $175 million, having only been established in 2015 by former League of Legends professional Carlos “ocelote” Rodriguez, along with Jens Hilgers. The organization now competes in CS:GO, Fortnite and Hearthstone, as well as LoL, helping them to amass 25 million registered supporters.

With around 80% of the organization’s revenue coming from Esports, the deal with Adidas will take some of the burden of this part of their operation. G2 has enhanced its reputation through associations with Twitch, BMW, Mastercard and Pringles in the past. Speaking on the announcement, G2 Esports CEO Rodriguez stated that:

“Today is a landmark day in G2 history. 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.

“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.”

What Adidas Has Said About the Deal

Adidas has also had their say on the deal, with Vice President of brand at Adidas Central Europe, Björn Jäger, having sated: “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. As a Berlin-based brand with global relevance, G2 will help us drive brand presence not only in our home market but also reach global gaming communities.”
G2 formally developed clothing that was brand-free, including jerseys featuring different sponsors, such as Aimlab and BMW. Meanwhile, Adidas has formally partnered with Team Vitality, creating sneakers for the French organization at the end of last year.