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.
Specific details of the partnership will be revealed at a global press conference later today via Zoom. However, 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 G2’s Founder and CEO Carlos Rodriguez.
Prior to the press conference, Rodriguez commented: “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.
“Esports has been booming for a while, and 2020 was yet another superb year for its growth. I could not be more stoked about the potential of this partnership between adidas and G2 throughout the next years.”
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.
Björn Jäger, Vice President of adidas Central Europe added: “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.
Esports Insider will be attending the press conference being held later today. Any additional information will be updated on this article.