Following the June launch of G2 Esports’ limited-edition ONE PIECE Gear 5 streetwear collection, anime corner got to hear from Pétronille Grein, Head of Products & Licensing at G2. In this interview, she discusses the collection’s design direction, the balance between G2 and ONE PIECE branding, how G2 measures a collaboration’s success, and the importance of preserving the organization’s identity.
Read on for the full interview.
Q: How did you decide that the collection should feel like a streetwear capsule first rather than a more overt piece of anime?
A: We want to move away from the idea that esports merch is something you only wear on game day or inside an arena. Our goal is to create pieces that people genuinely want to wear every day while still representing G2. That’s why this capsule focuses on more subtle co-branding, colors, relaxed modern fits, and premium details like embroidery. At the same time, we didn’t want to lose what makes anime collaborations exciting, so we balanced those wearable essentials with graphic pieces that celebrate the collaboration.
Q: Gear 5 is instantly recognizable, but it is also the kind of image that can become gimmicky very quickly. What was the internal rule for referencing it without overusing it?
A: Gear 5 is so iconic that we wanted to keep it special. We only used it on a few key pieces and made it the center of our graphic story, rather than applying it across the whole collection. We also made it more wearable through outline treatments and a more toned-down color palette.
Q: When you evaluate a collaboration like this, what matters more at the beginning: the size of the IP, the overlap with G2’s audience, or whether the IP gives you room to build something that still feels like G2?
A: It’s really about cultural relevance and how well the IP resonates with our fans. Those two factors really go hand in hand when we’re deciding on a collaboration. At the same time, we always want to make sure whatever we build still feels like G2. Of course, the level of creative freedom depends on the IP itself and the way its rights are managed, so that can naturally shape how far we can push the design while keeping our identity.
Q: This collection combines G2’s own iconography with One Piece. What was the hardest part of building something that felt authentic to both brands instead of looking like two logos placed next to each other?
A: For us, having a true co-branded logo was absolutely key. We didn’t want this to feel like two brands simply sitting next to each other. I think we landed on something really special by combining the G2 samurai mask with Luffy’s iconic Straw Hat, creating a mark that instantly feels authentic to both G2 and ONE PIECE.
Q: Did you approach this collection primarily for existing G2 fans, existing ONE PIECE fans, or for the smaller audience that already lives comfortably in both worlds?
A: It’s for all three, and that was really our approach with this collection. We wanted to create a range that speaks to existing G2 fans, ONE PIECE fans, and of course the smaller audience that already lives in both worlds. That’s why you’ll see more subtle, wearable pieces with smaller co-branded logos, alongside bigger, more expressive graphics for the true ONE PIECE fans. For us, it’s always a question of balance: how do you make the collection feel cohesive while still speaking to different audiences, without forgetting our core gamers, for example through more functional pieces like a gaming sleeve
Q: Was there a design idea or product category you wanted to include but ultimately removed because it felt too literal, too costume-like, or too difficult to make wearable?
A: Of course, as always in the design and product process, some ideas don’t land as well as we initially hoped, or simply can’t be executed properly. And it’s always a bit sad to say goodbye to certain concepts before they even make it to launch, but that’s just part of the creative process. It’s what ultimately helps us refine the collection and focus on what really works.
Q: With a collaboration like this, how much of success is measured by sell-through, and how much is measured by whether licensors come away seeing G2 differently as a product partner?
A: We look at success through several metrics. Sell-through and how licensors perceive us as a product partner are both important, of course, but they’re not the only indicators. We also pay close attention to things like overall units sold, social media reach, and engagement, and even more organic signals like people asking for restocks or hoping for another drop. Taken together, all of that gives us a much more complete picture of how the collaboration really performed.
Q: What part of G2’s own identity absolutely cannot be compromised when you work with a major outside IP?
A: What we never compromise on G2’s identity is what we stand for. Even when we work with a major IP, the collaboration still needs to feel like G2 at its core: our attitude, our creativity, and our connection to gaming culture. The IP can shape the direction and the visual language, but the mindset and the storytelling always have to come from us. That’s what keeps the collaboration authentic instead of just being a simple co-branding exercise.
Q: If this collection works exactly as intended, what do you hope people understand differently about what an esports organization can do in licensed apparel?
A: I hope it helps people see that esports apparel isn’t just something you wear on game days. We want these pieces to live in everyday wardrobes and feel culturally relevant beyond the competitive space. For us, it’s about showing that an esports organization can create products that people actually want to wear in their daily lives, not just when they’re watching or attending matches.
Q: At what point does doing more collaborations start to weaken a brand’s identity, and how do you prevent that from happening?
A: I don’t think collaborations inherently weaken a brand’s identity. It only becomes a risk when the partnership doesn’t really serve both sides or feels disconnected from what each brand stands for. On the contrary, if G2 stays true to its own identity and is selective about the brands we work with, choosing relevance, strong creative alignment, and having a clear design point of view, then collaborations can actually strengthen the brand rather than dilute it.
Thank you to G2 and Pétronille Grein for taking the time to share the creative process and strategy behind the collaboration.
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