Puma has signed a long-term agreement with Norwegian chess grandmaster Magnus Carlsen and with the Meltwater Champions Chess Tour. Through its partnership with Carlsen and the tour, Puma aims to connect the world of chess with the world of competitive sports by creating engaging content and activities for chess fans, the company said. Carlsen, a five-time world chess champion, is an avid sports fan and, according to the brand, a great fit for Puma. At just 13 years old, he became the youngest grandmaster of his time and won his first World Chess Championship in 2013. In 2014, he became the highest-ranked player in history. Carlsen is also the founder of Play Magnus Group, the management company behind the Meltwater Champions Chess Tour. “Together with Magnus Carlsen and the Tour, Puma will help grow the impact of chess and bring the sport to millions of fans around the world,” a press release stated.
A few weeks ago, Puma launched a streetwear collection designed in collaboration with the Minecraft video game. The involvement in chess and video games and/or the metaverse represent entirely new marketing approaches for the brand from Herzogenaurach.
