RIYADH: Gamers8: The Land of Heroes, the world’s biggest gaming and esports festival, has unveiled that adidas is the official merchandise sponsor of the season. At Boulevard Riyadh City, adidas and Gamers8: The Land of Heroes will co-brand and customize merchandise for esports teams taking part in the summer season. The sports firm will also have an activation booth on site, offering festival goers personalized designs from their Makerlab initiative, created in 2016 to inspire, empower, and connect the brand’s creators through the platform of community powered workshops. Organized by the Saudi Esports Federation from July 6 until Aug. 31, Gamers8: The Land of Heroes features 15 elite esports tournaments from 12 top titles, complemented by live music from star acts and a multitude of activities and attractions. Ahmed Albishri, deputy CEO at the SEF, said recently: “Gamers8: The Land of Heroes attracts the biggest names from gaming and esports, so it is befitting to have the biggest brands from sport and culture partner on our summer season. adidas is an organization that explores the original style of all it works with — be they sports stars, musicians, artists, designers, or cultural icons. “We look forward to working closely together as we bring their creative vision combining Gamers8: The Land of Heroes to gamers in Saudi Arabia, the region and across the globe.” Bilal Fares, general manager MENA, adidas, said: “We are delighted to announce that adidas has entered this partnership with Gamers 8, a leading force in the world of esports and gaming. This collaboration marks an exciting venture where adidas will bring its innovative designs and expertise to create co-branded merchandise for the gaming community during this festival. “Together, we aim to enhance the gaming experience that not only reflects the unique style of gamers but also elevates their performance on the virtual battleground. This partnership represents adidas’ commitment to embracing new avenues of sports and entertainment, catering to the ever-growing global gaming community.” Gamers8: The Land of Heroes has a prize pool of $45 million — triple that of Gamers8 last year. The festival concludes with the Next World Forum, a gaming and esports event at the Four Seasons Hotel Riyadh in Kingdom Center on Aug. 30 and 31, that brings together sector leaders and experts from around the world.