Global sportswear brand adidas has reinforced its commitment to the rapidly growing esports industry after being named the official kit partner of the inaugural Esports Nations Cup (ENC), extending its collaboration with the Esports Foundation as the organisation expands its portfolio of international competitions.
The partnership will see adidas design and manufacture the official competition apparel for national teams competing at the Esports Nations Cup. More than 2,000 athletes and coaches representing over 100 countries and territories will receive bespoke jerseys and tracksuits, with the kits set to be unveiled ahead of the tournament’s inaugural edition.
The latest agreement further deepens adidas’ relationship with the Esports Foundation, following its involvement with the Esports World Cup. By partnering with both of the Foundation’s flagship properties, adidas is positioning itself at the forefront of esports’ growing commercial landscape while bringing decades of expertise in elite sporting apparel to the international gaming stage.
Scheduled to commence on November 2 in Riyadh, Saudi Arabia, the Esports Nations Cup will feature national teams competing across 16 game titles. Unlike the majority of top-tier esports events, which are centred around clubs and franchise organisations, the tournament adopts a nation-versus-nation format, placing national pride and international rivalry at the heart of competitive gaming.
Commenting on the partnership, Mohammed Al Nimer, Chief Commercial Officer, Esports Foundation, said, “National team jerseys carry identity, pride and the ambition of an entire country or territory. By partnering with adidas, one of the most iconic brands in global sport, we are giving esports athletes the opportunity to represent their nations on the world stage with the same sense of meaning and prestige seen across traditional sport. This partnership will help the Esports Nations Cup create powerful national moments and inspire a new generation of players and fans.”
Phillip Waller, adidas SVP Brand Development, added, “At adidas, we’ve spent decades outfitting athletes at the world’s biggest sporting events, and we understand the role a jersey plays in identity, belonging and competition. The Esports Nations Cup gives us the opportunity to bring that experience into esports at a global scale.”
The adidas partnership marks another significant commercial milestone for the Esports Nations Cup as organisers continue preparations for its maiden edition. More than 700 coaches from over 90 esports organisations have already been appointed to support participating national teams, underscoring the scale of the competition and the Esports Foundation’s ambition to establish the ENC as the premier international tournament for national esports teams.
