G2 Esports has teamed up with iconic lifestyle brand Smiley to launch a limited-edition capsule collection, blending streetwear with competitive gaming culture.
The launch marks Smiley’s first full-scale esports apparel partnership and includes pieces such as oversized graphic tees, button-downs, hoodies, and even a tufted rug. A second drop, featuring autumn/winter styles and accessories, is slated for later this year and will debut at a pop-up event.
The collaboration aims to reflect G2’s high-energy identity combined with Smiley’s longstanding message of optimism and creativity. A custom mashup logo — blending Smiley’s classic yellow icon with G2’s samurai mask — anchors the collection, symbolizing joy in the face of competitive intensity.
“G2 is about pushing limits, whether that’s in competition or creativity,” said G2 COO Sabrina Ratih. “We wanted to create something that reflects our personality: fun, daring, and unapologetically G2.”
Ross Wilson, Chief Product Officer – Fashion at The Smiley Company, added: “G2 brings smiles to fans through positivity, joy, and fearlessness. We couldn’t think of a better partner to help bring our vision to life in esports.”
This launch follows a year of rapid evolution for G2, which recently marked its 10-year anniversary with a seven-figure Series B raise, the debut of its media venture 62, and its expansion into traditional sports via Gerard Piqué’s Kings League.
As esports teams continue to expand beyond competition into fashion, media, and entertainment, the G2 x Smiley collaboration highlights the growing appetite for lifestyle-driven brand extensions that speak to gaming’s diverse, style-conscious audience.
The first G2 x Smiley drop is available exclusively at the G2 shop, with details of the second drop and pop-up activation to follow later in 2025.
