Latest news with #G2Esports
Fashion United
17-07-2025
- Entertainment
- Fashion United
G2 and Smiley tap into Gen Z's gaming-fashion nexus with collab
In an era where digital identity holds as much sway as physical presence, esports giant G2 Esports and the iconic pop symbol Smiley have joined forces to launch a limited-edition capsule collection targeting a generation where gaming and fashion increasingly overlap. The collaboration marks a first for Smiley, both in the esports space and in fully designing a gaming-led streetwear line. This could inspire a shift in how traditional lifestyle brands are reaching digitally native audiences. Launching exclusively online on July 17th, the G2 x Smiley collection offers a mashup of aesthetic codes: oversized graphics, summer-ready silhouettes, and a logo that fuses G2's signature samurai mask with Smiley's unmistakable yellow grin. The effect is something between irreverent optimism and digital warrior chic and will appeal to those fluent in meme culture and marathon Twitch streams. 'G2 is about pushing limits — in competition and creativity,' says Sabrina Ratih, COO of G2 Esports. 'We created something that's fun, daring, and unapologetically us.' Indeed, the launch is more than a fashion statement, t's a strategic branding play at the intersection of two cultural forces: esports and streetwear. G2, founded in 2015 and now with over 40 million global fans, is leveraging its momentum, including a seven-figure Series B raise and a growing media arm, to deepen its foothold in lifestyle. This collaboration follows a rising industry trend: fashion labels infiltrating gaming environments, not just through digital skins or sponsorships, but through tangible products worn IRL and URL. The capsule includes t-shirts, hoodies, and a limited-edition tufted rug, with an autumn/winter drop planned via pop-up retail later this year, complete with accessories, jeans, and more layering pieces. Love affair with gaming goes physical The fashion world's flirtation with gaming is fast becoming a full-blown relationship. According to Accenture, the global gaming industry is now worth over 320 billion dollars, surpassing film and music combined. For Gen Z, over 60 percent report engaging with fashion through digital channels like gaming and social media, with virtual self-expression increasingly mirroring (and influencing) physical wardrobe choices. From Balenciaga's Fortnite skins to Gucci's Roblox experiences, the convergence is undeniable. Yet few brands have married the offline with the online as natively as G2, which has evolved from competitive esports organization into a media-savvy lifestyle brand with credible fashion collaborations, including previous projects with Ralph Lauren and Adidas. 'Being playful is powerful,' says Ross Wilson, Chief Product Officer, Fashion at The Smiley Company. 'And G2 embodies that energy. They bring joy and fearlessness to their global community.' A new cultural lexicon for a new generation What makes the G2 x Smiley drop notable is its tone: optimistic, irreverent, and proudly self-aware. At a time when luxury houses struggle to capture the authenticity craved by Gen Z, G2's approach is refreshingly unfiltered. The brand wears its meme-savvy, post-ironic ethos on its sleeve, quite literally. This isn't G2's first foray into lifestyle, but it may be its most symbolically significant. As the organization marks its 10th anniversary in 2025, the Smiley collaboration serves as a bridge between fandom and fashion, gaming and IRL streetwear, and a glimpse into the future of cross-cultural brand expression.
Forbes
17-07-2025
- Entertainment
- Forbes
Esports Collab King G2 Unveils Smiley Fashion Partnership
G2 Esports is no stranger to fashion collaborations, and its latest union is one of its most ... More intriguing yet. G2 Esports has once again unveiled a big fashion partnership to deliver another exclusive collaboration for fans, combining the organization's gaming background with one of the most recognizable lifestyle brands, even if youj never knew its name. Together, the team aims to remind fans that 'it's important to take the time to smile, even after a G2 loss.' Launching today (July 17), G2 and The Smiley Company — with its iconic yellow smiling face logo — have joined forces for 'a collision of competitive spirit and iconic optimism,' offering a lineup of streetwear that has been captured across locations in Westchester, Los Angeles. The range heavily leans into West Coast streetwear. G2, which raised a seven-figure Series B round in March while celebrating its 10th anniversary, is no stranger to high-end collaborations; its fashion partners over the last four years have included Adidas, Ralph Lauren, New Era, and DC Comics. This new range initially includes T-shirts, hoodies, caps, sweaters, button-down shirts, a basketball jersey, and even a 'limited-edition tufted rug,' which seems a little out there, but will undoubtedly be snapped up by the ever-loyal G2 fandom. Each piece features oversized graphics and 'Smiley icons reimagined through the lens of G2's competitive DNA,' putting the legendary yellow Smiley alongside G2's samurai mask. Later in the year, the G2 x Smiley collaboration will introduce additional hoodies, accessories, and even jeans. Sabrina Ratih, chief operating officer of G2 Esports, said: 'We wanted to create something that reflects our personality: fun, daring, and unapologetically G2, and Smiley has always stood for positivity and self-expression, so together we've been able to create a collection that reminds the world to smile.' Ross Wilson, chief product officer for fashion at The Smiley Company, added: 'G2 is an organization that brings smiles to their fans around the world through a blend of positivity, joy, and fearlessness, and we couldn't think of a better team to combine forces with to create a collection for fans who know that being playful is powerful.' The G2 x Smiley Capsule Collection goes live on the team's website at 11:00am EST today, where it's exclusively available; a second drop will be tied to a major esports tournament later in the year.
Zawya
15-07-2025
- Business
- Zawya
Mastercard extends partnership with Esports World Cup 2025
Riyadh, Saudi Arabia – The Esports World Cup Foundation (EWCF) today announced the return of Mastercard as an official event supplier for the 2025 Esports World Cup, the world's largest esports event, set to take place in Riyadh, Saudi Arabia, from July 7 to August 24. The renewed partnership underscores Mastercard's continued commitment to elevating digital experiences, championing youth engagement, and supporting the Kingdom's rapidly growing gaming ecosystem. Through the collaboration with the Esports World Cup, Mastercard will introduce a range of immersive on-ground activations and seamless payment solutions designed to enhance the overall fan journey. This will include creating a bespoke version of the Mastercard Gamer Academy, where Mastercard, in collaboration with G2 Esports and Esports World Cup, designed a one-of-a-kind experience that will provide 10 successful applicants with the opportunity to be mentored by professionals on how they could pursue a career in esports. Further, fans can collect Priceless Points by interacting with the games and activities available at the Mastercard booth for the chance to win ultimate gaming gear that will be rewarded to the top scoring players. Further, there will be live appearances by G2 Esports players to be hosted as fireside chats to talk about areas like pro esports. The brand's presence will emphasize the intersection of technology, gaming, and culture, anchored by initiatives that highlight and support local Saudi talent. 'Mastercard's return as a partner reflects the Esports World Cup's evolution from a tournament into a global cultural platform,' said Mohammed Al Nimer, Chief Commercial Officer, Esports World Cup Foundation. 'Together, we're creating impactful experiences that go beyond gameplay, uniting youth empowerment, digital inclusion, and immersive fan engagement. Mastercard's focus on Priceless experiences and innovation makes them an ideal partner to help us inspire the next generation of gamers and connect with fans in meaningful and memorable ways.' Saud Swar, Country Manager, Saudi Arabia, Bahrain, Jordan and other Levant, Mastercard added, 'We are proud to deepen our partnership with the Esports World Cup Foundation as we continue to unlock the potential of gaming in the Kingdom. In line with Saudi Vision 2030, Mastercard is committed to connecting people to their passions, driving innovation, and inspiring the next generation. Our priceless experiences help empower youth, promote digital inclusion, and celebrate Saudi Arabia's vibrant esports culture.' This partnership builds on Mastercard's long-standing global support for the gaming and esports industry, including its strategic sponsorship of Riot Games' League of Legends and VALORANT. It reinforces Mastercard's leadership in digital payments and its role in shaping future-facing experiences through youth engagement and innovation. The 2025 Esports World Cup will host 25 tournaments across 24 game titles, bringing together over 2,000 elite players and 200 Clubs from more than 100 countries. With a record-breaking prize pool of over $70 million, the event will offer fans a comprehensive entertainment experience, from high-stakes competition and live music to anime cafés, retro arcades, cosplay showcases, and more, cementing Riyadh's position as a global esports and entertainment hub. To learn more about EWC, visit and follow Esports World Cup Foundation on LinkedIn. About Mastercard Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we're building a sustainable economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential. About The Esports World Cup The Esports World Cup (EWC) is a premier annual sporting event and global celebration of competitive excellence and esports fandom. The competition features a unique cross-game format that pits the world's top esports clubs against one another for the largest prize pool in esports history. Returning to Riyadh, Saudi Arabia, in the summer of 2025, the EWC will bring gaming and esports communities together again to crown the next Esports World Cup Club Champion. Esports World Cup media contact: Anna Rozwandowicz Head of PR Esports World Cup media contact: press@ Mastercard media contact: Sami Alshorafa Communications Director – West Arabia
Al Bawaba
15-07-2025
- Business
- Al Bawaba
Mastercard Extends Partnership with Esports World Cup 2025
The Esports World Cup Foundation (EWCF) today announced the return of Mastercard as an official event supplier for the 2025 Esports World Cup, the world's largest esports event, set to take place in Riyadh, Saudi Arabia, from July 7 to August 24. The renewed partnership underscores Mastercard's continued commitment to elevating digital experiences, championing youth engagement, and supporting the Kingdom's rapidly growing gaming the collaboration with the Esports World Cup, Mastercard will introduce a range of immersive on-ground activations and seamless payment solutions designed to enhance the overall fan journey. This will include creating a bespoke version of the Mastercard Gamer Academy, where Mastercard, in collaboration with G2 Esports and Esports World Cup, designed a one-of-a-kind experience that will provide 10 successful applicants with the opportunity to be mentored by professionals on how they could pursue a career in esports. Further, fans can collect Priceless Points by interacting with the games and activities available at the Mastercard booth for the chance to win ultimate gaming gear that will be rewarded to the top scoring players. Further, there will be live appearances by G2 Esports players to be hosted as fireside chats to talk about areas like pro esports. The brand's presence will emphasize the intersection of technology, gaming, and culture, anchored by initiatives that highlight and support local Saudi talent.'Mastercard's return as a partner reflects the Esports World Cup's evolution from a tournament into a global cultural platform,' said Mohammed Al Nimer, Chief Commercial Officer, Esports World Cup Foundation. 'Together, we're creating impactful experiences that go beyond gameplay, uniting youth empowerment, digital inclusion, and immersive fan engagement. Mastercard's focus on Priceless experiences and innovation makes them an ideal partner to help us inspire the next generation of gamers and connect with fans in meaningful and memorable ways.'Saud Swar, Country Manager, Saudi Arabia, Bahrain, Jordan and other Levant, Mastercard added, 'We are proud to deepen our partnership with the Esports World Cup Foundation as we continue to unlock the potential of gaming in the Kingdom. In line with Saudi Vision 2030, Mastercard is committed to connecting people to their passions, driving innovation, and inspiring the next generation. Our priceless experiences help empower youth, promote digital inclusion, and celebrate Saudi Arabia's vibrant esports culture.'This partnership builds on Mastercard's long-standing global support for the gaming and esports industry, including its strategic sponsorship of Riot Games' League of Legends and VALORANT. It reinforces Mastercard's leadership in digital payments and its role in shaping future-facing experiences through youth engagement and innovation. The 2025 Esports World Cup will host 25 tournaments across 24 game titles, bringing together over 2,000 elite players and 200 Clubs from more than 100 countries. With a record-breaking prize pool of over $70 million, the event will offer fans a comprehensive entertainment experience, from high-stakes competition and live music to anime cafés, retro arcades, cosplay showcases, and more, cementing Riyadh's position as a global esports and entertainment hub.
Geek Culture
23-06-2025
- Sport
- Geek Culture
Valorant Masters Toronto: Singapore-Based Paper Rex Makes History With Republic's First Win
Third time's the charm for Paper Rex. The Singapore-based esports team has walked away as the champions of Valorant Masters Toronto, clinching not only their first international title but also the Republic's first-ever win at the event. For Copenhagen and Los Angeles. Third time's the charm. #VALORANTMasters — Paper Rex (@pprxteam) June 22, 2025 The latest victory follows two previous unsuccessful attempts at the Masters Copenhagen and Champions Los Angeles tournaments held in 2022 and 2023, respectively, which saw Paper Rex come in as the first runner-up. It wasn't all smooth sailing, however, as the third seed from the Pacific region almost didn't make it to this year's Masters with back-to-back defeats in the group stages, only finding their stride in the play-ins and play-offs. Once there, the newly minted champions eliminated tournament favourites G2 Esports, another top-seed from the American region, Sentiels, and dark horse Wolves Esports to secure a face-off against Fnatic in the grand finals on 23 June. The latter team, meanwhile, entered Masters Toronto as the top seed from the EMEA region, losing 1-2 to Gen.G Esports before staging a comeback against Rex Regum Qeon, Sentinels, G2 Esports, and Wolves Esports. Alas, the crown would go to Paper Rex, who bested their opponents 3-1 and took home US$350,000. The team also scored seven VCT points, bringing their current total to 11 points — and to the top of the Pacific Championship, ahead of South Korean teams T1 (10 points) and Gen.G (nine points). As for Fnatic, its players earned US$200,000 as consolation but remain the leader of their region. Rounding out the celebration is the announcement of Jason 'f0rsakeN' Susanto as MVP of the tournament, with the full Paper Rex roster as follows: Jason 'f0rsakeN' Susanto (Indonesia) Jing Jie 'Jinggg' Wang (Singapore) Ahmad Khalish Rusyaidee 'd4v41' Bin Nordin (Malaysia) Ilya 'Something' Petrov (Russia) Patrick 'PatMen' Mendoza (Philippines) Aaron 'mindfreak.' Leonhart (Indonesia) Paper Rex's victory marks the third consecutive title won by a Pacific team after Gen.G Esports and T1, who emerged as the respective champions in 2024's Masters Shanghai and Masters Bangkok held earlier this year. Next on the list is Stage 2 of the International League, kicking off on 3 July, and culminating in the biggest event for Valorant : Champions, taking place in Paris, France, from 12 September to 5 October. A hearty congratulations to Paper Rex! Si Jia is a casual geek at heart – or as casual as someone with Sephiroth's theme on her Spotify playlist can get. A fan of movies, games, and Japanese culture, Si Jia's greatest weakness is the Steam Summer Sale. Or any Steam sale, really. Paper Rex Riot Games Singapore Valorant Valorant Masters Toronto
