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Posted by AGORACOM-JC at 4:08 PM on Tuesday, January 15th, 2019
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Puma Enters Esports with Cloud9

  • Apparel brand Puma is set to become the official apparel and official game-day pants/shoes provider of the Cloud9 LCS team.
  • The deal only covers the 2019 Spring Split, but C9’s head of partnerships indicated that the relationship has the potential to expand in the future.
  • Puma will also provide women’s apparel for team managers.

Ben Fischer

Puma will announce its first major esports move today, an apparel deal with the tier-one team organization Cloud9 .

Under the deal, Puma becomes the official apparel and official game-day pants/shoes provider of the Cloud9 League of Legends Championship Series (LCS) team. The Puma logo will also appear on the breastplate of the team’s jersey, which are sold by We Are Nations via a league-wide apparel deal with Riot Games.

“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,  team head, digital marketing for Puma. “Cloud9 is really uniquely posed to help us do that.”

The deal only covers the spring LCS season, which kicks off Jan. 26, and it does not include any Puma product available for retail. But both sides suggested the relationship will expand. â€œThere’s a lot of potential for growth on both sides, so we’re ecstatic that this is only the beginning of the partnership,” said Cloud9 head of partnerships Jordan Udko.

Terms were not disclosed. Cloud9 is one of esports’ most valuable and successful brands, with its League of Legends team becoming the first American team to make the global semifinals in 2018. Because the deal covers team managers too, Puma is providing women’s apparel as well.

Puma did a brand integration deal with the video game Pro Evolution Soccer in 2014, but this is its first foray into modern elite esports. Other apparel brands that have entered esports recently include Champion with Team Dignitas and K-Swiss with Immortals.


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