Guild Esports have revealed their new jersey that will be worn by all their esports teams.
The UK esports organisation, backed by David Beckham, said in a press release the launch is ‘part of a major year’ for the organisation, with Guild set to open their global HQ in London this summer.
The design of the new jersey centres around Guild’s star iconography and colours, as the jersey switches white for a darker look. It’s a far cry from the Guild 2021 jersey, which divided opinion. Reaction to the new darker jersey has been much more positive on social media so far.
The star is the main focus of the new design, with the body of the jersey featuring a ‘deconstructed geometrical abstract star pattern’, inspired by street art and mural artists like Aaron De La Cruz or Keith Haring.
Then, the star design on the shoulders is reminiscent of the look of shoulder pads used in American Football.
This new look was created by Guild’s design team, who wanted the jersey to take influence from prominent designers, traditional sports and esports. It was modelled by various members of the org, including Fortnite player Hen (pictured above), who won Guild their fifth major trophy after taking first place in the FNCS EU final earlier this year.
Guild said the jersey will help them ‘forge a new level of excellence in competitive gaming, entertainment and culture and reach new audiences, fans and international markets’.
Kal Hourd, CEO of Guild Esports, said: “Over the past year we have been developing our teams and expanding our pro gaming roster, with an Apex Legends team and Guild X – our women’s Valorant team.
“This, along with the opening of our HQ later this year and the exciting campaigns we have coming up with our partners, made it the right time for us to design a new team jersey that represented the ambitious direction that we are going.”
The new jersey will be showcased for the first time by Guild’s Valorant team during the Valorant Champions Tour (VCT), available to watch on Guild’s Twitch channel. It will also feature logos of two of Guild’s partners, Subway and Bitstamp, with the former having a big involvement in the creation of Guild’s innovative new global HQ.
The 9,831 square feet facility is located in London’s tech hub and will provide a physical space for the Guild Academy, to complement and support the online training portal set up by Guild for budding esports stars and pro players.
The premises will also accommodate Guild’s head office functions and act as a central hub for its global operations.
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
