LOS ANGELES, Sept. 29, 2021 - Global esports organization Gen.G and global sports company PUMA unveiled its new limited-edition jerseys for the 2021 League of Legends World Championship.
With artwork crafted by famed streetwear designer and Gen.G Executive Brand Advisor, Heron Preston, the jersey design was "all about capturing the energy and spirit of the team. This jersey represents an investigation of the Gen.G DNA. I wanted the jersey to represent an attitude that feels real and relevant to the now," said Preston. The jerseys will be worn by Gen.G's League of Legends Champions Korea (LCK) team when competition begins early next month.
The jersey is revealed as the next phase of a partnership between PUMA and Gen.G, which was initially announced in June 2020. Through the partnership, the two organizations have aimed to "bring new merchandise, collaborations and experiences" to Gen.G's fans around the world. For the first time ever, these limited-edition Worlds jerseys are available for purchase by fans, available now on Gen.G's website: https://geng.gg/.
"As we continue to work alongside global sportswear brand PUMA, we realize this is a big moment for Gen.G globally," said Gina Chung Lee, Chief Marketing Officer at Gen.G. "The team has worked so hard this season, and we know they are proud to represent us wearing art by Heron Preston in the biggest esports event of the year."
Ahead of the playoffs, Gen.G placed second in the 2021 LCK Summer Split with a 12-6 record. And, according to EsportsCharts.com, the Summer SemiFinals match between T1 and Gen.G was the second most popular match of the entire season with a peak viewership reaching over 900,000. The 2021 World Championship begins October 5th in Iceland, with a winner crowned on November 6th.
Established in 2017, Gen.G is the leading esports organization connecting the United States and Asia. Ranked no. 6 in the inaugural Forbes list of the “World's Most Valuable Esports Companies,” Gen.G is the only major organization that owns and operates top teams in the world's leading esports markets — China, South Korea and the United States. Its unique portfolio of teams, winners of seven global championships to date, includes the Seoul Dynasty franchise of the Overwatch League; 2014 and 2017 League of Legends world champion team in South Korea; the world's top all-female Fortnite team, based in Los Angeles; and the NBA 2K League's historic expansion franchise in Shanghai.
United under #TigerNation, Gen.G's core mission is to help fans and athletes use the power of gaming and esports to get ahead in and beyond the competition. The company has quickly become a commercial and thought leader, building a global, inclusive and cross-cultural future for sports entertainment. Its widely acclaimed initiatives include: #TeamBumble, the leading team platform for the empowerment of women in gaming; and Gen.G Elite Esports Academy, the world's first fully-integrated academic esports program. Gen.G's teams, content creators and corporate staff work out of their offices in Los Angeles, Seoul and Shanghai. More information about Gen.G esports and its teams can be found at this link.
PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For more than 70 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs more than 16,000 people worldwide, and is headquartered in Herzogenaurach/Germany. www.about.puma.com
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