PUMA targets Malaysian esports community through co-branded apparel range

PUMA has partnered up with Southeast Asia based esports organisation EVOS Esports for an exclusive co-branded EVOS Esports PUMA tracksuit and an activation bundling virtual and physical items together. Through the collaboration, EVOS Esports’ professional esports athletes and gaming talents based in Malaysia will be decked out in the co-branded tracksuit and lifestyle clothing range.

Furthermore, EVOS Esports will be rolling out upcoming promotional campaigns and cross-collaboration initiatives, giving exposure to the PUMA brand, targeting the esports audience. The activations include fan engagement to be executed in stages, including an exclusive in-app banner inside the Mobile Legends: Bang Bang game itself.

Fans purchasing the co-branded tracksuit will be given a special code to redeem an exclusive in-game virtual item, consisting of the EVOS Battle Emote in Mobile Legends: Bang Bang. The EVOS Battle Emote is specially produced by Moonton, the game developer and publisher of Mobile Legends: Bang Bang. MARKETING-INTERACTIVE has reached out to EVOS Esports for additional information.

Steven Tan, country manager of PUMA Malaysia said working with EVOS Esports is “a great way” of how regional PUMA teams can engage with esports and gaming meaningfully on a local level. “Through this product partnership with EVOS Esports, we believe that PUMA will continue to lead the way in popularising the growth of this industry,” Tan said.

Ivan Yeo, co-founder and CEO of EVOS Esports added, “We’re excited to collaborate with a global brand such as PUMA, which truly understands the value in connecting with the younger generation via esports. We look forward to a meaningful collaboration together and deepening the brand love and creating greater awareness on PUMA with the discerning esports audience.”

PUMA has in recent times upped its marketing activities in Southeast Asia. In March this year, it unveiled an interactive Instagram filter where shaking of the head enabled consumers to create their own EDM track. This comes in line with a regional campaign running on social titled "Foot Tapping" and the campaign targets consumers across Singapore, Malaysia, and Indonesia. Working with agency UltraSuperNew Singapore, the campaign is launched to raise awareness of its restyled PUMA Mirage Tech sneaker, and is fronted by a 60-second film with Singaporean actor and musician Tosh Rock. Creating the base beats are also music producers Inquisitive (Singapore), Yusef Kifah (Malaysia) and DJ Kild (Indonesia). Last year, PUMA also tapped into the trend of virtual influencers to promote its Future Rider sneakers.

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