Puma Continues to Build Standing in Esports Industry with Expanded Gen.G Partnership

Under an expanded partnership with esports company Gen.G worldwide, Puma will become the official jersey of Gen.G’s global pro teams and creators. In South Korea, the Puma brand will be the official jersey of Gen.G’s global pro teams and creators, and included in the deal are the Gen.G Valorant players and creators in North America, the esports firm said in a statement. The companies first collaborated in June 2020 for a jersey launched for Gen.G’s PUBG and League of Legends teams, both based in Seoul, Korea. In October 2020, Puma & Gen.G launched a limited-edition jersey for the 2020 League of Legends World Championship. The Gen.G’s League of Legends Champions Korea (LCK) team wore the jerseys, which featured artwork designed by Heron Preston, Gen.G executive brand advisor. “Over the last year, Puma has been an incredible brand partner,” said Gina Chung Lee, chief marketing officer of Gen.G, in a statement. “We are thrilled to expand globally — from their support of our LCK team 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.” Esports has been a growing opportunity in recent years for Puma and other athletic and fashion brands. In

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