The latest Puma x Gen.G collection delivers street style that revolves around preppy apparel and accessories with oversized proportions and rugby-inspired references. Gen.G’s ‘Change the Game’ motto adorns Puma Suede and is incorporated into bold graphic treatments on lifestyle apparel. The footwear, clothing and accessories collection will be available for purchase on Puma’s official website in the US and South Korea, according to a joint press release by the two companies.
Sportswear maker Puma and e-sports organization Gen.G have launched a second global lifestyle collection, which will be worn by Gen.G creators and players, among them , the defending champion Summer 2022 of League of Legends Korea (LCK). Both companies have also announced multi-year extensions to existing brands’ partnerships globally.
“Gen.G would not be where it is today without Puma. What we’ve been able to achieve together in the gaming and e-sports spaces is incredible, and we’re delighted to continue this journey with such a dedicated partner,” Martin Kim, chief revenue officer of Gen.G.
Gen.G kicks off the 2022 League of Legends world championship in New York City in October. To celebrate this partnership renewal, the two brands will kick off a series of fan activities and creators, starting with an event at the Puma New York flagship store.
“We are delighted to reaffirm our commitment to Gen.G globally,” Adam Petrick, brand manager, Puma, said in the release. “We look forward to continuing to develop and expand the eSports story. At Puma, esports and gaming are part of our culture, and we want to be able to support Gen.G’s commitment to our fans and teams. “
Since its launch, this partnership has focused on integrating gaming and esports culture into mainstream lifestyles. Through innovative merchandise collaborations, trending play kits and special edition uniforms, and community activities that support all gamers, the future of the partnership will continue to advance. push those factors.
Fiber2 fashion news desk (NB)
