Puma, the well-known German sportswear company, has recently announced an expansion of its partnership with the international esports organization Gen.G. Under this new agreement, Puma will serve as the official global apparel partner for Gen.G, which includes their professional teams and creators in North America.

As part of the collaboration, Puma will be responsible for designing and creating the official Gen.G jersey for all of their esports teams and creators worldwide. This even includes the popular game Valorant’s North American team.

The partnership between Puma and Gen.G initially started in June 2020 when they collaborated to produce jerseys for Gen.G’s winning teams in the games PUBG and League of Legends, which are both based in Seoul, South Korea. Following this, a limited-edition jersey featuring artwork from Gen.G executive brand advisor and fashion designer Heron Preston was released for the 2020 League of Legends World Championship. These special jerseys were worn by Gen.G’s League of Legends Champions Korea (LCK) team.

However, the collaboration between Puma and Gen.G goes beyond just apparel. Puma also provides support to the Gen.G Foundation scholarship, which aims to financially assist the development of student esports athletes. Over the next decade, this program will allocate $1 million in support for individuals from diverse backgrounds, such as women, people of color, and low-income U.S. university or college students who are interested in pursuing a career in esports, gaming, entrepreneurship, journalism, or content creation.

Gina Chung Lee, Gen.G’s Chief Marketing Officer, expressed her enthusiasm about the partnership expansion with Puma. She emphasized Puma’s support for Gen.G’s LCK team and their collaboration on initiatives like the Gen.G Foundation. Lee further added that they are proud to continue their journey with creators and teams in North America.

Esports is an increasingly appealing industry, not only for traditional athleticwear manufacturers but also for fashion and beauty brands looking for exposure. In the past, Gen.G has collaborated with brands like Crocs, with whom they launched a Minecraft build competition, and cosmetics brand Benefit, for a campaign targeting female gamers in 2020.

The esports industry is rapidly growing and is projected to generate over $1 billion in revenue in 2021, according to a report from gaming analytics firm Newzoo. This represents a significant increase of more than 14% compared to the previous year’s revenue of $947.1 million.

Puma’s expanded partnership with Gen.G solidifies its position as a major player in the esports industry and highlights the increasing interest and investment in this field. As esports continues to gain popularity, collaborations between sportswear brands and esports organizations are expected to become more common, opening up new opportunities for both the gaming and fashion industries.

Useful links:
1. Gen.G website
2. Newzoo gaming analytics firm