In yet another step towards living our lives in a virtual world, adidas has signed a partnership deal with Lyon EDG, the joint esports team of Ligue 1 club Olympique Lyonnais and Edward Gaming aka EDG, an esports organisation based in China.

The deal will see adidas producing exclusive brand apparel and accessories for the team, the first of which was debuted by the Lyon EDG players when they attended the FIFA Online 4 Professional Champion Cup in Shanghai over December 7-9.

The partnership between Olympique Lyonnais and EDG, set up in November 2017, is the first of its kind between a European football team and a Chinese esports organisation. Never far behind on the latest trends, Paris Saint-Germain followed suit in April 2018 by partnering with LGD Gaming, another Chinese-based esports team, to form PSG.LGD.

And sure as day follows night, Nike are now in negotiations with Chinese group League of Legends Pro League (LPL) for an apparel sponsorship deal. Chinese sports brand Li-Ning also recently signed a partnership with EDG, with the Li-Ning x EDG apparel line available for retail in Shanghai stores. Welcome to the future...