T1 Replaces Nike With Goal Studio as its Official Apparel Partner

South Korean esports organization T1 Entertainment & Sports has entered into a three-year partnership with the sports lifestyle brand Goal Studio, designating the company as its new official apparel partner. This strategic shift allows T1 greater creative flexibility in uniform design, including the ability to produce custom kits for milestone events and distinct home and away apparel. While financial terms of the agreement remain undisclosed, the move represents a significant restructuring of T1’s existing commercial relationships.

Nike, which previously held an exclusive four-year apparel partnership with T1 initiated in 2020, will remain affiliated with the organization. Under the revised terms, Nike transitions from its role as the primary apparel provider to serving as the official footwear and fitness partner. This arrangement ensures that T1’s League of Legends and Valorant players will continue to utilize Nike footwear and collaborate with the brand’s trainers to support physical health and competitive readiness.

This development reflects a broader trend of shifting sponsorship dynamics within the global esports industry. The transition follows other notable changes in the sector, such as Nike’s departure from the League of Legends Pro League in China and the decision by Brazilian organization FURIA to terminate its Nike contract in favor of an in-house apparel line. Despite these shifts, major sportswear brands continue to maintain targeted partnerships with high-profile individual esports athletes, signaling a sustained, albeit evolving, interest in the gaming market.