Leading sportswear company Puma renewed its contract with Korean multi-game esports organization Gen.G. The length of the new contract wasn’t announced in the official press release, however, it was cited as a “multiyear extension”.
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The two companies have been working together for a while now, and both sides expressed happiness and satisfaction throughout the partnership thus far. The duo is launching a second global lifestyle collection today. The items of the collection will be worn by Gen.G’s esports players across several teams as well as their content creator partners.
Martin Kim, Chief Revenue Officer of Gen.G said the company owes Puma a lot and said they’re happy to continue the partnership. Kim’s comments were:
“Gen.G wouldn’t be where we are today without Puma. What we’ve been able to accomplish together in the gaming and esports space has been incredible and we’re thrilled to continue this journey with such a committed partner.”
Adam Petrick, Chief Brand Officer, PUMA also shared a message with the following words:
“We’re thrilled to reaffirm our commitment to Gen.G globally. 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.”
Since the launch of the partnership, the two companies focused on bringing gaming and esports culture to the mainstream lifestyle. Their partnership saw creative merch collaborations, trend-setting player kits, and special edition uniforms, and the duo aims to strengthen its reach in these areas while exploring new opportunities as well.
The Korean esports organization has a strong lineup that advanced to the 2022 Worlds. Gen.G Esports will participate in the League of Legends 2022 World Championship, which will start on 25 September; the finale of the tournament will be on November 5.
