Puma has partnered with e-sports giant Cloud9 to launch its first ever apparel collection specifically for gamers.
Cloud9, which signed a sponsorship deal with Puma back in January, joins both Manchester City and Red Bull racing as Puma team partners.
The collection, which includes items ranging from $25-$75, will be available to purchase on both the companies’ websites and seeks to broaden market reach for both parties.
“Tapping into the world of esports, and its broad, dynamic consumer audience, is critical to our marketing strategy moving forward,” Puma’s brand and marketing director Adam Petrick said.
Cloud9’s executive vice president of commercial partnerships Jordan Udko added: “Being able to transcend esports and elevate our brand within a broader global audience is the natural evolution of the growth of Cloud9.”
Puma is not the first fashion retailer to seek to capitalise on the growing prominence of e-sports, with its German rival Adidas, Nike also partnering with esports brands.
K-Swiss also announced the release of the “world’s first e-sports performance shoe” back in July, developed in collaboration with the Immortal Gaming Club (IGC).
Over 194 million people will watch e-sports this year, according Morgan Stanley’s predictions, and nearly 80 per cent of the audience under the age of 35, representing a huge opportunity for brands.