G2 Esports announces new partnership with adidas

G2 Esports has announced a two-year partnership with sportswear brand adidas.

The partnership was revealed in a short video featuring G2 CEO Carlos “ocelote” Rodriguez, alongside players Nikola “Niko” Kovač, Martin “Rekkles” Larsson, Dillon “Rizzo” Rizzo and Kevin “LeTsHe” Fedjuschkin.

Along with technical merchandise for players, the partnership will also form a “lifestyle apparel collaboration” for G2, including a new jersey which features a small hologram image of the face of G2’s Carlos Rodriguez and AEROREADY technology to keep the fabric dry and breathable. 

It also gives G2 access to the World of Sports Arena in Herzogenaurach, Germany - the office headquarters of adidas. 

It’s the latest of many high profile brands sponsoring the organisation, following BMW, Mastercard, Twitch, Pringles and Domino’s. 

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Speaking about the partnership, G2’s Carlos Rodriguez said: “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. 

“Esports has been booming for a while, and 2020 was yet another superb year for its growth. 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.”

Björn Jäger, vice president of adidas in central Europe, said: “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. 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.”

More details about the partnership will be unveiled at a worldwide press conference later today.