Puma and global esports organization Gen.G announced a multiyear extension to the brands’ existing partnership.

“We’re thrilled to reaffirm our commitment to Gen.G globally,” said Adam Petrick, chief brand officer, Puma. “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.”

On September 20, Puma and Gen.G will launch a second global lifestyle collection worn by Gen.G’s creators and players, among them the reigning League of Legends Champions Korea (LCK) 2022 summer champion team.

Gen.G League of Legends advanced to the 2022 Worlds with a victory over its rival, T1. The final match captured 1.3 million+ peak concurrent viewers, the highest viewership in LCK regional finals history.

Since its launch, the partnership has focused on integrating the gaming and esports culture into the mainstream. Through creative merchandise collaborations, player kits, special edition uniforms, and community activations, the partnership will continue to drive those elements.