Esports Nations Cup inks landmark apparel deal with Adidas

The inaugural Esports Nations Cup (ENC) has secured one of the biggest traditional sports brands in the world. The Esports Foundation announced on July 30 that Adidas will be the official apparel partner for the massive tournament, set to debut this November in Riyadh, Saudi Arabia.

A uniform identity

Unlike traditional esports tournaments where players wear their private organization’s jerseys, the ENC pits national teams against each other. Adidas will design and produce bespoke, country-specific kits for athletes representing over 100 nations across games like PUBG Mobile, Valorant, and Street Fighter 6.

The partnership mirrors the scale of the FIFA World Cup or the Olympics, legitimizing the ENC as a premier international sporting event. The jerseys will also be available for retail, blending esports merchandise with mainstream streetwear.