Multinational esports organisation Gen.G has extended its partnerships with sportswear brand PUMA.
The new multiyear deal sees Gen.G launch a new global collection which will be promoted by the team’s creators and players. This includes its League of Legends Champions Korea (LCK) 2022 Summer champion team.
Gen.G’s League of Legends roster will be visiting New York City in October to participate in the 2022 League of Legends World Championship. As such, the organisation and PUMA have planned on-site activations for esports fans, including an event at PUMA’s New York flagship store.
Adam Petrick, Chief Brand Officer at PUMA, stated that the partnership extension is a reinforcement of the company’s commitment to Gen.G and esports. He said: “We look forward to continuing to evolve and expand the esports narrative. At PUMA, esports and gaming are a part of our culture and we love being able to support Gen.G’s commitment to its fans and teams.”
The partnership, initially announced in June 2020, covered only Gen.G’s League of Legends team and South Korean operations. In July 2021, this deal was expanded to also embrace the organisation’s VALORANT players and creators in North America.
According to the partnership’s official release, the collections launched after the renewal will continue with the initial purpose of integrating ‘gaming & esports culture into mainstream lifestyle’. All pieces launched will be available for online purchase through PUMA in the US and Korea.
Other Gen.G sponsors include LG UltraGear, Monster Energy, ROCCAT, crypto broker Bithumb, and chair manufacturer SIDIZ. In September, the organisation also closed a marketing activation piece with Crocs at the multiverse.
PUMA’s historical competition with Adidas is also alive in esports as the brand has also gained space in the sector through deals with G2 Esports, Team Vitality, 00 Nation, and with the music business branch of Brazilian organisation LOUD.