G2 Esports and the Smiley® lifestyle brand have partnered on a two-part streetwear capsule that blends competitive gaming energy with iconic optimism. The inaugural drop, available today through G2’s online store, introduces a summer lineup of graphic T-shirts, button-down shirts, hoodies and a limited-edition tufted rug. Each piece features oversized Smiley icons reimagined through G2’s bold, samurai-inspired aesthetic.

The collaboration marks Smiley’s first venture into esports fashion and brings G2’s meme-driven, high-performance identity together with Smiley’s century-long legacy of “feel-good” positivity. A custom logo unites the classic yellow Smiley face with the sharp lines of G2’s samurai mask, symbolizing resilience under pressure and a playful spirit even in defeat.

Later this year, the second drop will expand into autumn and winter offerings, including additional hoodies, denim, accessories and branded merchandise. That release will be unveiled at a pop-up event hosted during one of the industry’s largest esports tournaments, giving fans a chance to engage directly with both brands in a live setting.

G2 Esports, celebrating its tenth anniversary in 2025, has grown into one of competitive gaming’s most recognized organizations, claiming more than 40 million followers across social media and live events. This collaboration follows the team’s recent Series B funding round, the launch of its media venture 62 and an entry into traditional sports via Gerard Piqué’s Kings League.

Smiley, founded in 1972, has become a global symbol of joy and self-expression across generations. By aligning with G2, the label extends its reach into a demographic that values authenticity, creativity and the unconventional flair of esports culture.

The G2 × Smiley capsule is sold exclusively through G2’s shop. Fans interested in the autumn/winter collection and related pop-up details can monitor G2 Esports’ official channels for announcements in the coming months.