Puma and Gen.G unveil kit for League of Legends World Championship

German sportswear brand Puma and esports organization Gen.G haveunveiled new limited-edition jerseys for the 2020 League of Legends WorldChampionship.

The jerseys will be worn by Gen.G's League of Legends Champions Korea(LCK) team. It marks the first major collaboration between the twocompanies since they announced a partnership back in June.

American fashion designer Heron Preston, who joined Gen.G as executivebrand advisor earlier this year, created the artwork featured on thejerseys, drawing influence from his own love for retro video games.

“It's exciting to see Heron's artwork for the Gen.G players brought tolife on these limited-edition jerseys,” Adam Petrick, global director ofbrand and marketing at Puma, said in a statement. “Puma is thrilled tooutfit the Gen.G League of Legends team as they take on the 2020 WorldChampionship!”

E-sports have in recent years attracted the attention of leading fashionnames such as Nike, Louis Vuitton and Gucci who have looked to tap into thegrowing gaming market.

According to market intelligence service Sportcal, deals between apparelbrands in esports last year more than tripled, with Nike’s seven milliondollar per year tie-up with League of Legends Pro League crowned as thebiggest.