MSI GTX 970 Gaming or Gigabyte GTX 970 G1 Gaming

The MSI looks cooler though (personal opinion)

The G1 is also longer while the MSI is taller, check your case for compatibility.

And yes, as stated above, the G1 outperforms the MSI. They are both solid overclockers.
 
Just remember the gtx 970 has 3.5 gb faster vram and 0.5 very slow vram. It is effectively a 3.5 gb vram card. If you are looking for future proofing I'd wait for the AMD 300 series. Also remember the ROPS, Cache and Bandwidth is lower than advertised.