‘No Clue’ Spot Announces Official Apparel Partnership Between G2 eSports & Adidas

On 14 January Adidas and G2 rolled out a new spot called ‘No Clue’ which introduced the new partnership between the German sportswear giant and the leading eSports outfit.


No Clue’ is based around the tongue-in-cheek idea that now G2 and Adidas have aligned how can anyone run into the team’s founder (a retired mid-level gamer) Carlos ‘ocelote’ Rodriguez and still have no clue who he is.



The campaign was created in collaboration with 27 Kilometer Entertainment GmbH and rolled out across the team and the brand’s digital and social channels backed by amplification via some of the team’s star player personal platforms.



The partnership sees Adidas become the team’s Official Sports Apparel Provider and as such it will design and produce the team’s 2021 Pro Player jersey and kit. Plus the new partners will collaborate on a new lifestyle apparel collection, as well as create a range of content with its players and staff. Indeed, the ‘No Clue’ spot rolled out 24 hours ahead of the follow-up official jersey reveal video.



“Today is a landmark day in G2 history,” said G2 CEO Carlos Rodriguez, CEO, G2 Esports.


“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,” added Rodriguez. “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, VP Brand Adidas Central Europe added: “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.”





This new 2021 tie-up sees Adidas join G2’s growing stable of premium and mass market brand partners which already includes the likes of BMW, Red Bull and Mastercard.


Previous recent G2 partner activations and marketing have included the G2 BMW Driving School social series, the G2 BMW Power Core Jersey campaign, its MastercardNexus LOL Together We Advance activation and





G2 is a multi-game eSports organisation which fields teams across a number of major professional gaming titles including League of Legends, Fortnite, Rocket League and CS:GO.


G2 claims to be the ‘most-watched eSports team of all time’ and in 2019 claimed that 2.5bn minutes of G2 content was viewed on Twitch, plus it generated a further 1.5bn impressions on its social channels and 93m total social engagements.


Adidas rival Nike made its own major move into eSports back in October 2020 with the launch of ‘LOL Camp Next Level‘ campaign which was created by Wieden + Kennedy Shanghai and featured a team of players embarking on a trip to an intense LOL training venue built and hosted by one of the game’s living legends UZI in giant hologram form.











27 Kilometer Entertainment GmbH



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