Pictured: Cloud9 Fortnite player and streamer Joseph “Keeoh” Winkler. Credit: Cloud9
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As of H1 2019, nearly every major esports team has now signed an apparel partner—if they don’t already have their own merchandise brand. Back in January, North American team organization Cloud9 
and athletics brand PUMA partnered with the ultimate goal of co-creating an original clothing line, which will eventually make its way to retail. On the most recent TEO Podcast episode, Jordan Udko, Cloud9 executive VP of commercial partnerships, said that feedback from the collaboration has been highly positive so far.
“Positive sentiment was 700%, which is seven times the average of what the normal sentiment was for, let’s say, the Lakers and Wish, their jersey sponsor,” said Udko. “We were getting some decent indicators that our fanbase was really enthusiastic about the partnership, and chomping at the bit at when they were going to be able to consume the fruits of our labor.”
Matt Shaw, team head of digital marketing at PUMA, now leading the brand’s gaming and esports division, said part of the original challenge was for the brand to “justify” its existence in the space. “We started with six months of really intense research. We hired a team of anthropologists to go into a variety of markets around the globe, and figure out what it is that a non-endemic brand like ours can bring to this industry,” said Shaw.
The multi-year, eight-figure deal will deliver lifestyle apparel on PUMA and Cloud9’s online stores in September, as well as the sports brand’s flagship store in New York. In addition, custom products will be made for the Cloud9 team members to wear both off and on stream. “Obviously, our first instinct is to create things that the Cloud9 guys are going to wear on stage, that help them perform, that they feel comfortable in, and also they look good in,” said Shaw.
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According to Shaw, it was a “revelation” for PUMA’s designers to develop items that would look good from the chest up. “This is the first time we’re designing apparel for someone who’s job is to appear on stream,” said Shaw. “I think that the athletic environment of performing in an esports capacity is way different than anything we had previously designed for.”
Cloud9 currently boasts rosters in over 10 games, each with a unique fanbase of varying attitudes. In building the product line, Shaw and his team traveled to Los Angeles for a three-day “apparel boot camp,” meeting and speaking with over 20 players.
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“We are very much committed, from a brand standpoint, a business standpoint, to pursuing opportunities in this industry,” added Shaw, noting that while PUMA has a clear direction with Cloud9, it is evaluating opportunities outside of team sponsorships, including product development, market activities, and relationships with influencers.
The TEO Podcast is available on both iTunes and Spotify.
