Adidas has established a multi-year sponsorship deal with G2, the entertainment and e-sports brand. It will be supplying sports apparel, manufacturing the G2 jersey for the 2021 e-sports season and developing a joint lifestyle apparel collection. The G2 x Adidas jersey will contain the Aeroready system to keep the fabric dry and breathable and display a hologram of the face of G2’s co-founder, Carlos Rodriguez, himself a former professional in e-sports. Through the deal G2 will be gaining “exclusive industry access” to the Adidas World of Sports, the group’s new headquarters in Herzogenaurach. Founded in 2015, G2 has registered 25 million users throughout Europe. Among its other sponsors are BMW, Mastercard, Twitch, Pringles and Domino’s.