G2 Esports launched their One Piece collection on June 25, following their earlier Solo Leveling drop. The play is now standard across the West's biggest orgs — and it works on two levels.
The first is reach. A manga tie-up pulls in people who never watch a League match. One Piece is the best-selling manga in history, and its readership matches the profile esports chases — young, online, brand-loyal. T1's K-pop crossovers run on the same logic.
The collection covers the usual wardrobe — T-shirts, caps, a sweatshirt, a pullover and a tote bag — designed around the manga's art. COO Sabrina Ratih called it a "natural extension" of G2's push to take esports culture beyond competition, pitching the capsule as understated, premium pieces built for everyday wear while carrying One Piece's spirit of adventure and ambition.
The drop fits a wider pattern at the org. G2 have moved well past jerseys — their own webtoon Red Aura and fashion deals with Ralph Lauren and Smiley all sit under the same lifestyle play.
Others have shown the pattern. Karmine Corp paired with Blue Lock in early 2025, a football manga that fit their football-club identity. Team Liquid dropped a Demon Slayer line in November 2024 and a second in February 2026.
