South Korea’s Gen.G & Puma introduce 2nd lifestyle collection

German sportswear manufacturer Puma and South Korean esports organisation Gen.G have launched a second global lifestyle collection, which will be worn by Gen.G’s creators and players, among them, the reigning League of Legends Champions Korea (LCK) 2022 Summer Champion team. Both companies have also announced a multiyear extension to the brands’ existing partnership globally.

The latest Puma x Gen.G collection puts a street style spin on preppy apparel and accessories with oversize proportions and rugby-inspired references. Gen.G’s ‘Change the Game’ motto adorns the Puma Suede and is incorporated into bold graphic treatments on lifestyle apparel. The footwear, apparel, and accessories collection will be available for purchase on Puma official website in the US and Korea, according to a joint press release by the two companies.

“Gen.G wouldn’t be where we are today without Puma. What we’ve been able to accomplish together in the gaming and esports space has been incredible and we’re thrilled to continue this journey with such a committed partner,” said Martin Kim, chief revenue officer of Gen.G.

Gen.G kicks off its 2022 League of Legends World Championship run in New York City in October. In celebration of this partnership extension, the two brands will start a slew of fan and creator activities, starting with an event at the Puma New York flagship store.

“We’re thrilled to reaffirm our commitment to Gen.G globally,” Adam Petrick, chief brand officer, Puma, said in the release. “We look forward to continuing to evolve and expand the esports narrative. At Puma, esports and gaming are a part of our culture, and we love being able to support Gen.G’s commitment to its fans and teams.”

Since its launch, the partnership has focused on integrating the gaming and esports culture into mainstream lifestyle. Through creative merch collaborations, trend-setting player kits and special edition uniforms, and community activations supporting all gamers, the future of the partnership will continue to drive those elements.

Fibre2Fashion News Desk (NB)