PUMA reaffirms its commitment to esports and gaming
LOS ANGELES, September 19, 2022 /PRNewswire/ — Global sports company PUMA and global esports organization Gen.G today announced a multi-year extension of the brands’ existing global partnership. On 09/20PUMA and Gen.G will also launch a second global lifestyle collection worn by Gen.G creators and players including the reigning League of Legends Champions Korea (LCK) Summer Champion Team 2022.
“Gen.G would not be where we are today without PUMA. What we have been able to achieve together in gaming and eSports has been incredible and we are very excited to continue this journey with such a dedicated partner,” he says Martin KimChief Revenue Officer of Gen.G.
Since its inception, the partnership has focused on integrating gaming and esports culture into the mainstream lifestyle. Through creative merch collaborations, trend-setting player kits and special edition uniforms, and community activations that support all players, the future of the partnership will continue to advance these elements.
Gen.G begins their run to the 2022 League of Legends World Championship NYC in October. To celebrate this partnership extension, the two brands will launch a series of fan and creator activities, beginning with an event at the PUMA New York flagship store.
“We are very pleased to reaffirm our commitment to Gen.G globally,” he said Adam Peterickboss Trademark Officer, PUMA. “We look forward to continuing to develop and expand the eSports story. At PUMA, esports and gaming are part of our culture and we love being able to support Gen.G’s commitment to its fans and teams.”
The latest PUMA x Gen.G collection puts a street style spin on preppy clothing and accessories with oversized proportions and rugby-inspired references. Gen.G’s “Change the Game” motto adorns iconic PUMA suede and is incorporated into bold graphic treatments on lifestyle apparel. Shoes, clothing and…
