PUMA To Capitalize On eSports Trend With Cloud9 Partnership

PUMA has announced that it is signing a multi-year deal with eSports brand Cloud9 to make clothing for gamers in the same way it makes soccer jerseys and other sports-related apparel.

CNBC reported the clothes will cost between $25 and $75 and can be bought on the websites of both companies.

eSports — a form of gaming in which professional video gamers compete in various games — are growing in popularity, especially in the under-35 demographic, where the percentage of that group numbers 79 percent. Around 194 million people are expected to watch the growing sport this year.

PUMA signed a sponsorship deal with Cloud9 in January to make official shirts and pants for league players in a move similar to a deal PUMA has with Manchester City, a soccer team in the English Premier League.

“Tapping into the world of eSports, and its broad, dynamic consumer audience, is critical to our marketing strategy moving forward,” said Adam Petrick, global director of brand and marketing at PUMA.

Other companies, like Nike and Adidas, have similar deals. Champion and K-Swissesport sell eSport apparel and shoes as well.

“Being able to transcend eSports and elevate our brand within a broader global audience is the natural evolution of the growth of Cloud9,” said Jordan Udko, executive vice president of commercial partnerships for Cloud9.

PUMA has been trying lately to refresh its image. It recently introduced a new basketball sneaker after not making a shoe in that arena in 20 years. It also named rapper Jay-Z as its creative director for the PUMA Basketball arm. It has yet to be seen, however, if PUMA can monetize such a new phenomenon, according to Matt Powell, a senior industry analyst for market researcher NPD Group.

“There is an opportunity for a connection,” Powell said. “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.”