The German sneaker maker announced a multiyear partnership with esports brand Cloud9 to create an apparel collection for gamers.
Esports – or electronic sports – is a form of gaming where people or organized teams compete at video games. Esports is growing in popularity globally as a spectator sport online and in person at stadiums.
"Tapping into the world of esports, and its broad, dynamic consumer audience, is critical to our marketing strategy moving forward," said Adam Petrick, global director of brand and marketing at Puma. Puma is actively working to reshape its brand image. The company re-entered the basketball sneaker segment last October after a 20-year absence in the space, naming hip-hop mogul Jay-Z the creative director for Puma Basketball. It's also taken a page from Adidas' lucrative partnership with Kanye West, by offering products in partnership with celebrities like Rihanna, Adriana Lima and Selena Gomez, in addition to sponsoring sports stars like Olympian Usain Bolt and golfer Rickie Fowler.
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