G2 Esports is breaking new ground with its debut anime collaboration, unveiling a limited-time capsule collection alongside the popular series Solo Leveling. This exciting apparel line, featuring ‘modern high-low streetwear’ items, can now be found on G2’s online store.
Solo Leveling, the thrilling tale of Sung Jin-Woo, emerged as a fantasy web novel in 2016 by author Chugong and has since captivated audiences as a webtoon and anime. The narrative follows a weak hunter who gains power through intense battles and dungeon adventures. The collaboration showcases apparel inspired by the dramatic power surges of Sung Jin-Woo, incorporating ‘flashes of lighting and sparks’ into its design.
“This is more than a fashion drop, it’s a statement of where gaming, anime, and street culture are headed,” remarked Sabrina Ratih, COO of G2 Esports. She emphasized that the collection is an invitation for fans to embrace and express the story of Solo Leveling through wearable art.
Esports Organisations Turned Lifestyle Brands
This latest apparel release marks G2 Esports’ continued evolution into a lifestyle brand. Over the past decade, G2 has broadened its horizons, launching initiatives such as its media house agency 62 and venturing into traditional sports through Gerard Piqué’s Kings League. Additionally, G2 has embraced new media by launching its webtoon series, Red Aura. The organisation has previously teamed up with notable brands like Ralph Lauren and Smiley for fashion collaborations.
G2 Esports is not alone in this strategic shift. Other esports giants like 100 Thieves and Sentinels are also integrating streetwear and lifestyle elements into their brand identities, reflecting the growing intersection of esports, fashion, and popular culture.