Marking its first venture into the world of ESports, Puma has signed up an apparel deal with cloud9. The German sportswear major, Puma will become an official apparel partner of the competitive organisation’s League of Legends Champions Series (LCS) team and it will get its logo adorn on the chest of participating team jersey. The deal also entitles Puma as the official game-day pants and shoes supplier of Cloud9.
Puma will be joining participating ESport entities including AC Milan, Borussia Dortmund, Scuderia Ferrari and Red Bull racing.
” This deal gives us ability to be a part of more things our kids love, and that’s how our brand moves the culture forward,” said Matt Shaw, head of digital marketing for Puma, speaking to ESports Observer.”Cloud9 is really uniquely posed to help us do that.”
The deal will come into effect with 2019 spring LCS Season, however both parties are open to collaborate in future also.
“There’s a lot of potential for growth on both sides, so we’re ecstatic that this is only the beginning of the partnership,” added Jordan Udko, Cloud9’s head of partnerships.
Cloud9 was recently ranked by Forbes as the world’s most valuable ESports organisation with a mammoth valuation of US$310 million.
Puma is one of the first traditional apparel brands to venture into competitive gaming, following in the footsteps of Champion and K-Swiss. Nike was rumored in November to have signed a US$144 million apparel deal with the Chinese League of Legends Pro League (LPL), but it was later reported that the tie-up was being disputed by the competition’s teams because it would prohibit them from securing their own deals with other clothing brands.