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Volume 27 No. 27
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Puma Enters Esports Space Via Apparel Deal With Cloud9

Photo: cloud9

Puma today will announce its first major esports move, an apparel deal with the tier-one team organization Cloud9. Puma becomes the official apparel and game-day pants/shoes provider of the Cloud9 League of Legends Championship Series team. The Puma logo will appear on the breastplate of the team’s jerseys, 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 Puma Team Head of Digital Marketing Matt Shaw. “Cloud9 is really uniquely poised to help us do that.”

The deal only covers the spring LCS season, which kicks off Jan. 26, and does not include any Puma product available for retail. However, both sides suggested the relationship will expand. "There'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 '18. 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 '14, 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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