G2 Esports finally confirm two-year apparel deal with adidas

Published: 14/Jan/2021 6:00 Updated: 14/Jan/2021 10:46

by Adam Fitch


Berlin-based esports organization G2 Esports have finally confirmed their partnership with major sportswear brand adidas after months of speculation.

The deal sees adidas named as the org’s sports apparel provider and will span two years. The sportswear giants will provide “technical merchandise” for players and also release a lifestyle apparel collection for fans to purchase.

The partners will unveil their new collaborative jersey for the 2021 season during an online press conference on January 14. The item is said to “contain a number of unique features” like technology that makes the fabric breathable and a subtle hologram image of the face of G2’s CEO, Carlos ‘ocelote’ Rodriguez.

adidas are no strangers to esports, having already worked with French organization Team Vitality, German FIFA team FOKUS CLAN, Danish org North, and Spanish brand Team Heretics.

G2 Esports adidas Worlds 2020
G2 Esports
G2 Esports teased their partnership with adidas during LoL Worlds in October 2020.

G2 Esports are no strangers to establishing working relationships with brands that are well-known out of esports. They currently hold well-respect alliances with the likes of BMW, Mastercard, Pringles, Red Bull, and Domino’s.

The popular organization, which is perhaps best known for their playful banter and self-deprecation on social media, has also been granted access to adidas’ office block —World of Sports — in Herzogenaurach, Germany, which has been designed to look like a sports arena.

Team Vitality have released multiple team-branded trainers through their collaboration with adidas. While there’s no word on whether G2 will get the same treatment just yet, they have thousands of fans who relentlessly rush to their merch store whenever a new line of apparel is released.

adidas World of Sports building
The World of Sports building is said to be reminiscent of a football stadium and has space for over 2,000 adidas employees.

“Today is a landmark day in G2 history,” said ocelote. “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.”


Epic Games sues Apple & Google in UK over Fortnite removals

Published: 16/Jan/2021 1:28

by Theo Salaun


Following litigation over Fortnite’s app store removals by Apple and Google in the United States of America, Epic Games have officially mounted lawsuits against both tech companies in the United Kingdom, as well.

In August 2020, Epic Games added their own payment process to Fortnite’s mobile offerings so that Apple and Google’s cellphone and tablet users could purchase in-game items at a discounted price. This discount was specifically enabled by the new process, which bypassed each company’s transaction fees. 

Unsurprisingly, as the payment method was in direct violation of both the App Store and Play Store’s Terms of Services, each company subsequently removed Fornite from their offerings. And, expecting this, Epic Games responded by launching lawsuits against the companies in the U.S. and Australia. 

Now, the makers behind the world’s most popular third-person battle royale have tripled down and mounted legal action against both tech giants in the U.K. Citing violations of competition laws, Epic Games’ legal case in the U.K. is very similar to the ones already made in other countries. And, immediately contested, Apple and Google’s responses have proved similar, as well.

Fortnite Crew image
Epic Games
Fortnite’s Crew subscription service means even more payments for Epic Games.

As discussed by BBC News, Epic have officially submitted documents to the Competition Appeal Tribunal in the UK. The allegations suggest a monopolistic abuse of power by each company that centers around competitive restrictions to app store and payment processing options, as well as unfair payment fees.

Typically, those fees come at about 30 percent of all purchases, although exact figures differ depending on company and app. Fortnite is obviously one of the biggest games in the entire world, so almost one-third of their sales on mobile means hefty earnings.

But, like their other lawsuits, Epic allege that this is about more than their own profits. The company demands that Apple and Google begin allowing software developers to institute their own payment-processing systems and options to be downloaded outside of the App and Play stores.

Fortnite Crew Green Arrow
Epic Games
Fortnite has always delighted its fanbase with purchasable cosmetics.

So far, Apple and Google have both replied similarly in the U.K. situation, claiming that they are open to reintroducing Fortnite to their mobile stores but that they deny any violation of competitiveness.

Dexerto will continue to monitor the legal cases in each country, providing updates whenever these prolonged legal disputes begin reaching their conclusions.