e-Think Sport: "Our level of attention paid to Team Vitality is strategic" (C. Mazel, adidas)

"We consider Team Vitality as a team in its own right, there is no border between traditional sport and esports. It is a partnership that is activated on products, on campaigns, in shops, that supports a real retail, e-commerce and influence dimension. Together we build a 360 degree partnership. Our level of attention is extremely strategic. adidas wants to be a partner of a high-performance esports team, but above all, Team Vitality has the ability to speak with the right tone to Gen Z (Generation Z = those born between 1997 and 2010) on social networks," said Christophe Mazel, brand communication director at adidas France, to News Tank Football on 29/01/2021.

Christophe Mazel spoke with Julien Dupont, head of partnerships at Team Vitality, on Friday 29/01/2021 during the final morning of e-Think Sport 2021 that was devoted to "Marketing" in a discussion (in French) on the brand association that has made adidas the official equipment supplier of the French esports team since 2017 (see video below).

"Previously, no equipment manufacturer would get involved in esports and gaming…