Global esports organization Gen.G and PUMA have unveiled new limited-edition jerseys for the 2021 “League of Legends” World Championship.
With artwork crafted by Heron Preston, streetwear designer and executive brand advisor, Gen.G, the jersey design was “all about capturing the energy and spirit of the team,” says Preston. “This jersey represents an investigation of the Gen.G DNA. I wanted the jersey to represent an attitude that feels real and relevant to the now.”
The jerseys will be worn by Gen.G's League of Legends Champions Korea (LCK) team when competition begins early next month.
The jersey is revealed as the next phase of a partnership between PUMA and Gen.G, which was initially announced in June 2020. Through the partnership, the two organizations have aimed to bring new merchandise, collaborations and experiences to Gen.G's fans around the world. For the first time, these limited-edition worlds jerseys are available for purchase on Gen.G's website at Geng.gg/.
"As we continue to work alongside global sportswear brand PUMA, we realize this is a big moment for Gen.G globally," says Gina Chung Lee, chief marketing officer, Gen.G. "The team has worked so hard this season, and we know they are proud to represent us wearing art by Heron Preston in the biggest esports event of the year."
Ahead of the playoffs, Gen.G placed second in the 2021 LCK Summer Split with a 12-6 record. And, according to EsportsCharts.com, the Summer SemiFinals match between T1 and Gen.G was the second most popular match of the entire season with a peak viewership reaching over 900,000. The 2021 World Championship begins Oct. 5 in Iceland, with a winner crowned on Nov. 5.