Gen.G expands PUMA partnership

Multinational esports organisation Gen.G has announced a worldwide expansion of its partnership with global sportswear brand PUMA

As a part of the deal, PUMA will become the official jersey partner of Gen.G’s pro teams and creators, this includes Gen.G’s VALORANT players and creators in North America. The original partnership only included the organisation’s South Korean activities. 

Image Credit: Gen.G

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Gina Chung Lee, Chief Marketing Officer of Gen.G, spoke on the announcement in a release: “Over the last year, Puma has been an incredible brand partner.

“We are thrilled to expand globally. From their support of our pro teams to their partnership in initiatives like our Gen.G Foundation, we are proud to continue the story with our creators and teams in North America.  Looking forward to cool merchandise moments!”

The partnership was originally established in June 2020, when both companies introduced jerseys for Gen.G’s PUBG and League of Legends teams, both of which are based in Seoul, Korea. In October 2020, another limited-edition jersey for the 2020 League of Legends World Championship was revealed. 

Moreover, Gen.G announced the opening of the application process for its second annual Gen.G Foundation scholarship, with PUMA signed on as a partner.

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RELATED: EVOS Esports unveils PUMA collaboration

The organisation recently announced multiple strategic partnerships with the likes of footwear brand Crocs, All-female VALORANT community Galorants, and Eastern Michigan University

Esports Insider says: PUMA’s recent partnership deals with Natus Vincere and EVOS Esports imply that the brand continues to delve deeper into the esports industry. Therefore, renewing already existing collaborations of similar nature make sense for the company. For Gen.G, the expansion of relations with such a strong partner is certainly a convenient boost.

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