The rise of Esports in this day and age is undeniable. From million dollar prize pools to making a living off live streaming yourself playing games, it’s evident that the industry is on the rise. As such, sponsors are lining up to hop on this train. Sportswear giant Adidas is no different and in what is currently their second venture into the world of Esports (They linked up with Team Vitality in early 2017), Adidas is now officially partners with Portuguese gaming association Grow uP eSports. They will supply hoodies, training suits, coats, t-shirts, and hoodies for the organisation’s players for 2 years. Talk about glowing up eh!

The CEO of the association, Telmo Silva, addressed the deal in an announcement and revealed that in the current landscape, it is vital to consolidate the Grow uP brand in the Esports world. Adidas, being a global sportswear behemoth, understandably want to expand their presence in the scene. Their National Representative in Portugal, Paolo Junqueira, states that Adidas takes great satisfaction in marking their presence within the community. Grow uP at this moment has a presence in games such as League of Legends, FIFA, PES (Pro Evolution Soccer), CS:GO and Street Fighter V. In addition to that, with other partners such as the likes of Alibaba Cloud, NZXT and the Portuguese Institute for Sports and Youth (IPDJ), I would say Grow uP is very much on the way uP.