Adidas and G2 Esports team up to realize a mutually beneficial dream

Half the battle when it comes to establishing a team as truly iconic is looking good. Everyone loves the New York Yankees classic pinstripe uniforms. And the Chicago Bulls vaguely enraged cow logo. And the Montreal Canadians deservedly revered crest. Meanwhile no one misses the California Golden Seals and their infamous white skates. With all this in mind, don’t underestimate the importance of a new deal between Adidas and G2 Esports.

The Berlin-based esports organization has named the sneaker giant as its new apparel provider.

“We already have some exciting work lined up,” G2 said in a press release, “including of course, our 2021 Pro Player Jersey and Kit, but bringing Adidas into the #G2ARMY means much more than just a new G2 jersey. We’ll also work with Adidas to release a lifestyle apparel collaboration, and, of course, create new and exciting content with our players and staff.”

G2 CEO Carlos ‘ocelote’ Rodriguez called the deal between Adidas and G2 Esports the realization of a childhood dream. What has him extra-stroked is where the deal might go in the future.

An Adidas landmark for G2

“Today is a landmark day in G2 history,” Rodriguez said in the release. “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.”

Adidas Central Europe VP Björn Jäger called the deal an important driver in brand presence in both the European and global gaming communities.

“We are very proud of the new partnership with G2 esports, one of the leading entertainment organizations in the gaming industry,” he said. “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.”

Mike Usinger once took the better part of two years to finish Grand Theft Auto. Over the course of his career he has written about everything from eSports to music to movies to travel.

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