PUMA and Cloud9 Unite for Style-Focused Apparel Collection
for a lifestyle offering
In January of 2019, PUMA inked a sponsorship deal with Esports team Cloud9 to become the official provider of lifestyle apparel, game day apparel and footwear for its league players. It was a defining moment, as traditional sports brands shift their attention towards performance gear for the world of gaming. Fans have also been hungry for more style-centric apparel that also suits their daily gaming lifestyle. In entering this realm, PUMA has successfully created a team identity that serves both the professionals and consumers, allowing them to collectively build a stronger appreciation for Esports outside the arena. PUMA and Cloud9 are continuing on this path to deliver authentic utilitarian product with the latest release of clothing and accessories, along with more surprises to be revealed later this year.
Cloud9, often abbreviated to C9, started competing in League of Legends as an unknown collective that exploded onto the scene by becoming the top-placing North American team in the World Championship every year since 2013. Today, it boasts one of the largest team streaming networks in the world, playing titles like Valorant, Super Smash Bros. Melee, Rainbow Six: Siege, Overwatch and Counter-Strike: Global Offensive. It remains one of the most recognizable brands in Esports, having won countless awards and titles. The latest collection for Cloud9 by PUMA is a direct reflection of this exponential growth for the unit. The apparel solidifies the team’s core identity with bright, inviting colors that represent the community tie-in as well as the titles Cloud9 plays, its role in gaming culture and their style of play.
With this collection, PUMA continues its commitment to actively increasing its presence in the world of sports. Having re-entered the basketball sneaker world in late 2018, PUMA named hip-hop mogul Jay-Z as creative director of PUMA basketball and has offered products in partnership with celebrities like Rihanna, Adriana Lima and Selena Gomez. The entity also sponsors sports stars like Olympian Usain Bolt and golfer Rickie Fowler. Now, PUMA is providing gamers everywhere with products that fit their lifestyle with the all-new Cloud9 collaboration that features performance windbreakers, hoodies, T-shirts, lounge pants, hats and accessories in a series of team colors.
The PUMA x Cloud9 lifestyle apparel transcends Esports and takes both entities into uncharted territory. The collection is available for purchase now on PUMA and Cloud9’s websites. Stay tuned for more updates as information surrounding the entire collection becomes available later this year.