The sports apparel company Adidas has partnered with the Portuguese esports organization Grow uP Esports for a two-year deal to supply hoodies, training suits, coats, t-shirts, and hoodies for the organisation’s players.
“At a stage in which we want to consolidate the brand grow up esports at international level, it is essential to count on the support of global brands, such as adidas, to develop and increasingly improve esports before society,” said Grow uP Esports CEO Telmo Silva in a statement.
Grow uP Esports is one of the biggest esports organizations in Portugal and currently fields players in League of Legends, FIFA, Pro Evolution Soccer, Counter-Strike: Global Offensive, and Street Fighter V. The organization has previously partnered with the likes of NZXT, Alibaba Cloud, and the Portuguese Institute for Sports and Youth (IPDJ) to promote the growth of esports industry in the country.
Adidas has had a considerable presence in esports since early 2017, when it signed a one-year deal with esports organization Team Vitality. The company also partnered the Danish esports organisation North in April the next year.
“It is with great satisfaction that we will work with the Grow uP Esports, marking presence with the community and the esports industry,” said Paulo Junqueira, National Representative of Adidas, of the sportswear giant’s newest esports venture.
This new partnership between Adidas and Grow uP Esports bodes especially well for the growth of esports in countries such as Portugal that are not considered hotspots for the industry.