G2 Teams Up With Iconic Lifestyle Brand Smiley® on Limited-Edition Streetwear Collection

• The limited edition G2 and Smiley® Capsule Collection launches this July, featuring bold streetwear pieces inspired by Smiley’s iconic brand
• The two-drop collection will be available for purchase via G2’s online store from July 17th and the second drop will be celebrated with a pop-up event at one of the biggest esports tournaments later this year
• This is the first drop from G2 and Smiley, bringing together the worlds of competitive gaming and streetwear culture in a fun new collaboration
• The collection can be purchased via G2’s shop front
  

Berlin, Germany, July 17th, 2025 – G2, one of the world's leading entertainment and esports brands, is expanding its lifestyle collection with an exclusive collaboration that brings together the legendary lifestyle brand Smiley® together with an esports team for the first time. Launching July 17, this limited-edition drop is a collision of competitive spirit and iconic optimism, blending G2’s fearless identity with Smiley’s signature positivity, and creativity to push the boundaries of esports fashion with a playful fusion of streetwear and gaming culture.

As Smiley’s first collaboration with an esports team and their first fully designed esports capsule collection, the drop combines G2’s high-performance, meme-loving, no-holds-barred energy with Smiley’s world-renowned legacy of joy, feel-good positivity, and pop culture. The first drop, available via G2’s online store starting July 17, features a mix of summer streetwear styles, including t-shirts, button-down shirts, hoodies, and a limited-edition tufted rug. The second autumn/winter drop will launch at a pop-up event later this year with more items, including hoodies, jeans, accessories and more.

The collection features oversized graphics and signature Smiley icons reimagined through the lens of G2’s competitive DNA. To bring the collab truly to life, G2 designed a logo featuring a mashup of the classic yellow Smiley icon and the sharp samurai mask from the G2 logo. It represents G2’s playfulness, motivation to win, and its ability to smile even in the event of a loss. The mashup logo is the proud center of the collection which is designed for those who thrive in chaos and wear their positivity and confidence like armor. After all, it’s important to take the time to smile, even after a G2 loss.

“G2 is about pushing limits, whether that’s in competition or creativity, and we’re excited to launch this collection together with Smiley to further disrupt the esports fashion space,” says Sabrina Ratih, COO of G2 Esports. “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.”

“Smiley is a global beacon for inspiring joy and positivity across the world, for every generation,” says Ross Wilson, Chief Product Officer – Fashion for The Smiley Company. “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.”

G2 has become one of the most recognised names in competitive gaming, with over 40 million fans worldwide and creative collabs with top lifestyle brands. Marking its 10th anniversary, G2 is stepping into a bold new era in 2025 with a seven-figure Series B raise, the launch of its own media powerhouse 62, a foray into traditional sports through Gerard Piqué’s Kings League, and this exclusive capsule collection with Smiley.

The G2 x Smiley Capsule Collection will be available for purchase exclusively through G2’s online store in July, with the second drop to follow later this year alongside an exclusive pop-up event.

-ENDS-