adidas is taking on a large design challenge ahead of the first Esports Nations Cup, creating jerseys for more than 100 national teams. The project points to a bigger idea around esports fandom: for many viewers, a team jersey may be a more immediate connection than the hardware used to play.
As with traditional sports, one of the earliest talking points around a major competition is often what teams wear. Supporters regularly compare and rank jersey designs in domestic events, and that same conversation appears set to expand on a global stage as national esports teams debut their looks.
The scale of the assignment makes the adidas effort notable. Building a visual identity across 100-plus nations means balancing consistency with each country's distinct style, while also making the event feel unified. That kind of apparel rollout can help turn a new tournament into something fans recognize quickly.
The broader bet is that jerseys could help esports reach people beyond core players. A national team shirt is easy to understand, easy to wear, and easy to rally around, especially when an event brings many countries together. For the Esports Nations Cup, the competition may start on screen, but a lot of attention will also go to the designs representing each nation.
