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Gen.G Esports has partnered with global premium sports and lifestyle brand PUMA.

Both the companies will cooperate to focus not only on the esports market, but also on other consumer classes. They hope to create a culture that combines the ever-growing esports and sportswear.

As part of this partnership, all the teams and content creators under Gen.G will be receiving uniforms and goods manufactured by PUMA. Gen.G’s League of Legends roster will be showcasing these uniforms in the upcoming 2020 LCK Summer split.

Also, the aforementioned products will be sold to the public, and both Gen.G and PUMA will work together in creating new apparel and accessories.

“I’m very proud that Gen.G has become PUMA’s very first esports partner in Asia. Through this partnership with PUMA, I’m very excited about the collaboration between esports, fashion, and lifestyle. Although these are tough times for everyone, the esports industry will continue to grow, and Gen.G will continue to lead the way in popularizing and in growth of this industry,” Arnold Hur, COO of Gen.G, said.

“Gen.G is a leader in the esports industry, and we’re incredibly happy to have partnered up with them. We will work together in providing continued support in esports by providing the players, streamers and the public with the highest quality products and service,” Rasmus Holm, Head of PUMA Korea, said.