PUMA partners with Playseat

PUMA has announced a partnership deal with popular gaming gear company Playseat to develop a new line of gaming chairs that ooze style as well as function.

The seat is designed to be comfortable, adaptable and dynamic. Made from high-tech materials, it will give players the freedom to change their sitting position depending on the gaming situation.

“Gaming is greater with full sitting control. That’s why we felt the need to change sitting of gamers from the traditional couch or even on the floor in front of their screens; so we created something truly unique,” said Fernando Smit, Playseat president and founder. 

“We have to start seeing gamers as athletes, with requirements particular to their sport,” added Charles Johnson, PUMA global director of innovation. “As a sports company, we want to offer these athletes the products they need to perform at the very top."

The partnership is PUMA's attempt at exploring more unique ways of penetrating the esports market. It wasn't too long ago that it signed a deal with esports organisation Cloud9 to become its official clothing partner. PUMA is just one of many non-endemic brands that are making a strong push into the esports scene.