G2 Esports and Adidas Announce New Partnership

Leading esports brand, G2, reveals new 2021 adidas jersey to kick off two-year partnership. 

G2 Esports

G2, one of the world’s leading entertainment and esports brands, has agreed a major new partnership with the global sportswear brand Adidas. The multiple year partnership was announced at a global press conference delivered via Zoom and will see Adidas become the major sports apparel provider to G2 and manufacture the new G2 jersey for the 2021 esports season.

Who are G2 Esports?


G2 was founded in 2015 by the legendary League of Legends player Carlos Rodriguez and veteran esports entrepreneur and investor, Jens Hilgers. In the last five years, G2 has built a global community of 25 million registered supporters and become Europe’s most talked-about esports brand.

adidas becomes the latest brand to join G2’s ever-expanding roster of partners. adidas joins BMW, Mastercard, Twitch, Pringles and Domino’s in G2’s stable of household name brand partners.

Lifestyle Apparel Collaboration

In addition to providing the technical merchandise for G2’s esports players, Adidas will also work with the brand to release a lifestyle apparel collaboration. The new G2 x adidas jersey will contain a number of unique features, namely using AEROREADY technology to keep the fabric dry and breathable and all jerseys will include a subtle hologram image of the face of G2’s Carlos Rodriguez. The partnership also sees G2 gain exclusive industry access to adidas’ World of Sports in Herzogenaurach, in the Bavarian district of Germany.

Entering the World of Esports

The partnership marks another foray of adidas into the world of esports and further signals the global potential of the industry, which has grown exponentially year-on-year. Both brands share a huge passion for innovation and creativity. An increasing number of global consumer brands are recognising the opportunities that esports offer them to tap into a global, engaged millennial audience. 80% of G2’s global fanbase sit in the prized 18-34 demographic and G2 boasted 2.3bn impressions across all of its social media channels in 2020

Carlos ‘ocelote’ Rodriguez, CEO of G2 comments, “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.”