G2 Esports has signed another big deal to chase its goal of becoming “unreachable” in the lifestyle segment of competitive gaming, unveiling a collaboration with Warner Bros Discovery and DC Comics.
The partnership will see the G2 release a range of DC Comics-themed apparel and consumer products for fans, starting with the launch of a limited-edition Joker-themed jersey, which will be worn when the squad plays in the League of Legends MSI Tournament in London, kicking off May 2.
With it, G2–the sixth most valuable esports company in the world–adds to its list of partners, which includes Logitech, Red Bull, Herman Miller, Ralph Lauren, Spotify, and Mastercard.
The design process for this latest DC-inspired range will be led by G2 Esports’ in-house creative team. The Joker jersey will be followed by a soon-to-be-announced special-edition release for CS:GO’s BLAST.tv Paris Major 2023, which starts on May 8. A capsule collection, which will include lifestyle products “rooted in esports but also perfect for casual streetwear” comprised of T-shirts, hoodies, long-sleeve shirts, shorts, and socks, will arrive in a single drop in the coming months.
Alban Dechelotte, CEO of G2 Esports, said: “At G2, we love nothing more than great storytelling and always had a lot of admiration for the DC Comics universe. For this MSI World Championship, the Joker character felt natural to take the competition by storm with our unexpected drafts. We can’t wait for the G2 Army to see what we have got planned for them.”
Stefan Hausberg, vice president of consumer products at Warner Bros Discovery, added: “The cooperation with G2 Esports is very exciting for us. Our world-renowned DC superheroes are a perfect match for the heroes of G2 Esports. We are looking forward to an amazing launch of prestige jerseys with The Joker and more for the upcoming esports tournaments.”
Not one to shy away from big announcements, G2 Esports has had a very busy few months. In December 2022, it expanded in North America to compete in the Valorant Challengers North America league, and in February, it planted its flag in south-east Asia, with the formation of G2 Blacklist, its first-ever mobile team competing on League of Legends: Wild Rift. To marshal its troops across the world, it also continued its tradition of releasing a song for them to march to, releasing its latest alt-rock 2023 anthem “Detonate” in January.
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