German athletic apparel company Puma has become the official apparel partner of Melbourne-based organisation ORDER in a two-year deal.
The arrangement between the two will see ORDER players and supporters equipped with Puma’s clothing.
The news stamps Puma’s second foray into esports after joining forces with North America’s Cloud9 in January, followed by a partnership extension in May. The deal between Puma and ORDER is said to be an exclusive arrangement in the Australian esports market.
Chris Derrick, CEO of ORDER expressed a bright outlook for the future around the two companies, saying: “We’re proud to have a global leader like Puma choose to work with ORDER as they enter the Australian esports industry.
“Our fans are passionate about gaming and we’re thrilled that PUMA recognise the evolution of esports in Australia. This announcement is just the beginning of the partnership and we can’t wait to collaborate with PUMA as ORDER continues to grow in the future.”
Founded in 2017, ORDER currently fields competitive teams in League of Legends, Counter-Strike: Global Offensive, Overwatch, Street Fighter V, and World of Warcraft. Prior to adding Puma to the team’s portfolio, ORDER had successfully partnered with gaming hardware brand Alienware and Monash University to place competitors in the Oceanic Challengers Series.
Pancho Gutstein, General Manager of Puma Oceania spoke to the excitement of the partnership: “We see esports as a growth market for PUMA – not just in Australia, but globally. ORDER is a leader in their space and it’s our privilege to play a role in their future successes. We’re excited to welcome ORDER to the PUMA family and look forward to building together.”
Esports Insider says: Puma is a legacy brand, one that has historically taken aim at driving subcultures of sports, music, entertainment, and now gaming. The deal is a win-win for both Puma and ORDER as well as the overarching Australian and Oceanic competitive gaming sphere.