×
7 328
Fashion Jobs
PRIMARK
Product Owner - Payroll Management
Permanent · READING
PRIMARK
Third Party Security Assurance Manager
Permanent · READING
FRASERS GROUP
Warehouse Supervisor - Night Shift
Permanent · SHIREBROOK
FRASERS GROUP
Warehouse Section Manager - Night Shift
Permanent · SHIREBROOK
HARRODS
Buyer
Permanent · LONDON
HEAD OFFICE
SEO Copywriter, Financial Services
Permanent · LONDON
JOHN LEWIS
Loss Prevention Partner
Permanent · HIGH WYCOMBE
JOHN LEWIS
Loss Prevention Partner
Permanent · KINGSTON UPON THAMES
JOHN LEWIS
Loss Prevention Partner
Permanent · READING
STRADIVARIUS
General Manager - Stradivarius Liffey
Permanent · DUBLIN
MULBERRY
Warehouse Operative
Permanent · SHEPTON MALLET
NEXT
Stock Coordinator - Hatfield Oldings
Permanent · HATFIELD
NEXT
Delivery Coordinator - Horsham
Permanent · HORSHAM
MASSIMO DUTTI
Massimo Dutti Central London - General Manager
Permanent · LONDON
ESTEE LAUDER
Clinique - Consultant - Boots, Uxbridge - 5.5 Hours/Week - Part Time, Permanent
Permanent · Uxbridge
ESTEE LAUDER
Clinique - Consultant - Boots Bon Accord, Aberdeen - 15 Hours - Part Time, Permanent
Permanent · Aberdeen
SELFRIDGES
Stock Operative- Full Time - Menswear
Permanent · BIRMINGHAM
URBN
Urban Outfitters Buying Coordinator - London, UK
Permanent · LONDON
SPORTS DIRECT
Loss Prevention Supervisor - New Store
Permanent · DERBY
GAME
Assistant Trade Marketing Manager
Permanent · BASINGSTOKE
MULBERRY
Digital Stock Operative
Permanent ·
HEAD OFFICE
Buyer l7
Permanent · BRACKNELL
Published
Jul 24, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Puma becomes official apparel partner of Gen.G esports organization

Published
Jul 24, 2021

Puma has announced the expansion of its partnership with Gen.G. The German sportswear company is now the official global apparel partner of the international esports organization, including for its North America professional teams and creators.


Gen.G and Puma first joined forces in 2020 - Photo: Gen.G / Puma

 
As part of the new agreement, Puma will produce the official Gen.G jersey for the organization’s esports teams and creators around the world. This includes Gen.G’s North American team for first-person hero shooter Valorant.
 
Puma and Gen.G first joined forces in June 2020, collaborating to produce a jersey for Gen.G’s winning PUBG and League of Legends teams, both of which are based in Seoul, South Korea. Subsequently, for the 2020 League of Legends World Championship, the partners released a limited-edition jersey featuring artwork from Gen.G executive brand advisor and fashion designer Heron Preston. These jerseys were worn by Gen.G’s League of Legends Champions Korea (LCK) team.

The partnership between Puma and Gen.G also stretches beyond apparel, with the sportswear maker supporting the esports organization’s Gen.G Foundation scholarship. Currently in its second year, this program provides funding for the development of student esports athletes and has pledged $1 million in support for women, people of color and low-income U.S. university or college students interested in a career in esports, gaming, entrepreneurship, journalism or content creation, over the next 10 years.
 
"Over the last year, Puma has been an incredible brand partner," said Gen.G chief marketing officer Gina Chung Lee in a release. "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 is a rapidly growing industry that has become increasingly attractive in recent years, not only to traditional athleticwear manufacturers, but also to other fashion and even beauty brands seeking exposure. Gen.G’s previous partners include plastic clog maker Crocs, with whom the organization recently launched a Minecraft build competition, and cosmetics brand Benefit, which teamed up with Gen.G for a campaign targeting female gamers in 2020.
 
According to a report from leading gaming analytics firm Newzoo, the esports industry is expected to generate $1 billion in revenue in 2021, up more than 14% from $947.1 million last year.

Copyright © 2022 FashionNetwork.com All rights reserved.