Puma, one of the most renowned brands on the planet, has signed a partnership deal with esports brand, Cloud9. The goal of this partnership is to create an apparel collection for gamers.
“Tapping into the world of esports, and its broad, dynamic consumer audience, is critical to our marketing strategy moving forward,” Adam Petrick, global director of brand and marketing at Puma said.
“Being able to transcend esports and elevate our brand within a broader global audience is the natural evolution of the growth of Cloud9,” Jordan Udko, executive vice president, commercial partnerships for Cloud9 said.
Although convincing gamers to buy such types of products may be challenging, Matt Powell, a senior industry analyst believes that there is big money to be made.
“It’s really going to be interesting to see if anyone can monetize it. There is an opportunity for a connection. Players want to identify themselves as players. If this is how they choose to do it, there is a monetary opportunity. Whether the esports player is focused on that as much as the real sports player remains to be seen.”