00NATION partners with adidas

Norwegian esports organization 00NATION has announced a partnership with global sportswear brand adidas. As part of the cooperation, adidas will become the main partner of the esports club, as well as the official supplier of sportswear and casual wear for 00NATION players.

The Norwegian organization was reportedly introduced to adidas through a joint collaboration between the brand and local football club Valerenga in 2021. At that time, 00NATION led the creative work on the announcement of a collaboration between the club and the clothing brand.

Steffen Willumsen, 00NATION Chief Commercial Officer: "The surge in esports popularity, especially among youth and young adults, is one of the main reasons more traditional sportswear brands are merging with esports organizations. The organization's collaboration with adidas has seen 00NATION grow over the last 12 months. The partnership with adidas is without a doubt a landmark for us."

00NATION becomes the latest esports organization to join forces with a world-famous sportswear brand. Adidas is currently also partnering with clubs such as G2 Esports and Team Vitality, as well as Korean team DWG KIA.

Oda Fredrikstad, Senior Brand Manager & Omnichannel Activation at adidas Norway: "We at adidas are working hard to engage Gen Z with our core values of sustainability, diversity, inclusion and trust. We believe 00NATION is the natural choice for us at work on the future and we look forward to it!"

In turn, the Norwegian organization 00NATION is already partnering with brands such as DNB, Lenovo and Microsoft XBOX, among others. A little earlier in the week, the esports club announced its retirement from the Rocket League scene.