The G2 x New Era cap and beanie collection – featuring a varied range of styles and designs with the Samurai team motif – is a first for G2 Esports and a step further into the lifestyle and apparel market for the brand.
With the increasingly rapid growth of the esports market comes further interest from partners looking to engage the millions of gamers tuning into each match, stream and tournament.
In the last six years, G2 Esports has built a global community of 31 million supporters, with 5.8 billion social media impressions in 2020 and a 10 percent engagement rate with the rising number of gamers and esports enthusiasts.
"New Era is number one in headwear. G2 is number one in gaming," says Carlos ‘Ocolete' Rodriguez, chief executive officer, G2 Esports. "If that's not a match made in heaven, I don't know what is. Let's have some fun."
"New Era has been synonymous with sports for over a century, so a partnership with G2 is a natural as a leader in their field, as we navigate new platforms and audiences," says Laurence Joslin, brand director, EMEA, New Era.
The New Era collaboration follows recent G2 partnerships with Ralph Lauren, Adidas, Betway, BMW, Mastercard, Twitch, Pringles and Red Bull.