Adidas in major new link-up with G2 entertainment and esports brand

By

Sandra Halliday

Published
Jan 15, 2021

Adidas has unveiled a new partnership with G2, the major global entertainment and esports brand. The multi-year link-up will see Adidas becoming the major sports apparel provider to G2 and it will manufacture the new G2 jersey for the 2021 esports season. 

And Adidas will also work with the brand on a lifestyle apparel collaboration. 

The companies have released a promotional video for the partnership as the first step in their major marketing push that will now be launched.

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The deal underlines the growing power of esports and desire of major sports names to expand into the area. 

And that’s understandable given the huge appeal of the activity. Since its founding in 2015, G2 has built a global community of 25 million registered supporters and “become Europe’s most talked-about esports brand”.

The companies said the new G2 x Adidas jersey will contain a number of unique features, including Aeroready tech to keep the fabric dry and breathable, and a subtle hologram image of the face of G2’s co-founder and former professional player Carlos Rodriguez.

The partnership also sees G2 gaining exclusive industry access to the Adidas World of Sports in Herzogenaurach, Germany.

G2 also has deals with BMW, Mastercard, Twitch, Pringles and Domino’s, which also highlights its appeal and its ability to command the attention of major consumer brands.

Rodriguez said of the link-up: “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.”

Björn Jäger, VP Brand Adidas Central Europe, added: “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.”