G2 Esports announces new partnership with Adidas

The new deal will see the German sports brand become G2's official apparel provider

G2 ocelote in an Adidas tracksuit

G2 Esports has today announced that it is joining hands with sports giant Adidas. The new deal will see the German sports brand become G2’s official sports apparel provider.

“Today is a landmark day in G2 history,” G2 CEO Carlos ‘ocelote’ Rodríguez says. “To announce a partnership with a global sports brand like adidas is a truly special moment for all of us.” Although nothing more is known about the value or duration of the deal, ocelote has emphasised his excitement “about the potential of this partnership between Adidas and G2 throughout the next years.”

Meanwhile, Björn Jäger, VP Brand at Adidas Central Europe says, “We are very proud of the new partnership with G2 Esports, one of the leading entertainment organizations 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.” Jäger further expresses that, “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.”

In classic G2 fashion, the announcement was accompanied by a skit featuring an Adidas-clad ocelote.

This isn’t Adidas’ first venture into esports collaborations, having previously partnered with French organisation Team Vitality. This time, however, it is looking much closer to home.

With the Adidas partnership announced, expect a new-look G2 jersey, alongside a “lifestyle apparel collection”, to be revealed in the near future.