In June, G2 Esports unveiled its limited‑edition ONE PIECE Gear 5 streetwear line, and Anime Corner spoke with Pétronille Grein, G2’s Head of Products & Licensing. In the interview she covers the line’s design concept, the harmony between G2 and ONE PIECE branding, how G2 evaluates the success of a partnership, and why preserving the organization’s core identity matters.
Continue reading for the full interview.
Q: Why did you choose to present the collection as a streetwear capsule rather than a more overtly anime‑themed line?
A: We aim to shift away from the idea that esports merchandise is limited to game‑day or arena wear. We want items that people genuinely enjoy wearing daily while still showcasing G2. That’s why this capsule leans toward understated co‑branding, appealing colors, relaxed modern fits, and premium touches such as embroidery. Still, we didn’t want to lose the excitement of anime collaborations, so we paired these everyday pieces with bold graphics that honor the partnership.
Q: Since Gear 5 is instantly recognizable, it can quickly become gimmicky. What internal guideline did you follow to reference it without overusing it?
A: Because Gear 5 is so iconic we kept it special. We featured it on only a few key items and made it the focal point of our visual narrative rather than spreading it across the whole line. We also softened it for wearability by using outline styles and a calmer color palette.
Q: When assessing a collaboration like this, which factor matters most initially: how big the IP is, how well it matches G2’s fan base, or whether the IP allows you to create something that still feels like G2?
A: We focus on cultural relevance and how strongly the IP connects with our fans—both of which go hand in hand when we pick a partnership. At the same time we always ensure the final product still feels like G2. The amount of creative freedom also depends on the IP and how its rights are managed, which naturally shapes how far we can push the design while preserving our identity.
Q: Your collection merges G2’s own icons with One Piece. What was the biggest challenge in making it feel genuinely authentic to both brands rather than just two logos side by side?
A: Creating a true co‑branded logo was essential for us. We didn’t want it to feel like the brands were merely sitting together. We succeeded by fusing G2’s samurai mask with Luffy’s iconic straw hat, forming a mark that instantly feels authentic to both G2 and ONE PIECE.
Q: Did you design this collection mainly for current G2 fans, for existing ONE PIECE fans, or for the smaller group that already enjoys both worlds?
A: It’s for all three groups, and that was our core strategy for this release. We aimed to craft a line that speaks to existing G2 supporters, ONE PIECE enthusiasts, and the smaller community that loves both worlds. That’s why you’ll find more understated, everyday pieces with modest co‑branded logos, alongside bold graphics for dedicated ONE PIECE fans. For us, it’s always about balance: how do we make the collection feel unified while still reaching different audiences, without forgetting our core gamers, for example through functional items like a gaming sleeve
Q: Did you have any design concepts or product types you considered but ultimately cut because they felt too literal, costume‑like, or hard to wear?
A: Of course, as always in the design and product workflow, some concepts don’t resonate as strongly as we expected, or they simply can’t be executed effectively. It’s inevitably bittersweet to discard certain ideas before they even reach the market, but that’s a natural part of the creative journey. It helps us fine‑tune the collection and zero in on what truly works.
Q: In a partnership like this, to what extent do you gauge success by actual sales, and how much by whether licensors view G2 as a distinct product collaborator?
A: We evaluate success using a range of indicators. Actual sales and how licensors see us as a product partner matter a lot, but they’re not the sole measures. We also monitor overall units sold, social media reach, engagement, and organic cues such as fans requesting restocks or anticipating future drops. All these data points together give us a fuller view of the partnership’s real impact.
Q: Which aspect of G2’s identity must never be compromised, even when teaming up with a big external brand?
A: Our core identity—our values, attitude, creativity, and deep ties to gaming culture—remains non‑negotiable. Even with a major partner, the collaboration must still feel like G2 at its heart. The external IP can influence the visual style and direction, but the underlying mindset and story must always come from us. That’s what ensures the partnership feels genuine rather than just a surface‑level co‑brand.
Q: If this line achieves its goals, what do you want audiences to reconsider about the role an esports team can play in branded clothing?
A: I hope it shows that esports clothing isn’t limited to game‑day or arena wear. We want these items to become part of everyday closets and feel culturally relevant outside of competition. Ultimately, we aim to demonstrate that an esports team can design apparel that people genuinely enjoy wearing daily, not only during events or when they’re following the scene.
Q: When does expanding collaborations risk diluting a brand’s identity, and what steps do you take to avoid that?
A: Collaborations don’t automatically erode a brand’s identity. The danger arises when the partnership feels mismatched or unrelated to either brand’s values. If G2 stays true to itself and carefully selects partners based on relevance, creative fit, and a clear design vision, then these joint efforts can actually enhance the brand rather than water it down.
We appreciate G2 and Pétronille Grein for sharing insights into their creative process and strategic approach to this partnership.
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