On the 9th (KST), the partnership between Gen.G and the global premium sports and lifestyle brand, PUMA, has been announced.

Both companies will cooperate to focus not only on the esports market, but also on other consumer classes. They hope to create a culture that combines the ever-growing esports and sportswear. Since 2019, PUMA has already sponsored distinguished global esports organizations and content creators, and has shown leadership in fostering the esports industry by creating various esports exclusive products.

As part of this partnered marketing includes, all the teams and content creators under Gen.G will be receiving uniforms and goods manufactured by PUMA. Gen.G’s League of Legends roster will be showcasing these uniforms in the upcoming 2020 LCK Summer split, with other esports athletes and streamers following suit after.

In addition, the aforementioned products will be sold to the public, and both Gen.G and PUMA will work together in creating new apparel and accessories.

Chief Operating Officer of Gen.G, Arnold Hur, commented, “I’m very proud that Gen.G has become PUMA’s very first esports partner in Asia. Through this partnership with PUMA, I’m very excited about the collaboration between esports, fashion, and lifestyle. Although these are tough times for everyone, the esports industry will continue to grow, and Gen.G will continue to lead the way in popularizing and in growth of this industry.

The Head of PUMA Korea, Rasmus Holm, stated, “Gen.G is a leader in the esports industry, and we’re incredibly happy to have partnered up with them. We will work together in providing continued support in esports by providing the players, streamers and the public with the highest quality products and service.”

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