Musinsa Partners with Esports Powerhouse Gen.G to Expand Sports Business

Becomes Official Sponsor Starting This Year
Designs and Produces Official Match Uniforms

On January 12, Musinsa announced that it will partner with the esports company Gen.G Esports (Gen.G) to sponsor the team, including launching official uniforms.

Musinsa announced the signing of a partnership with Gen.G on this day and stated that it will serve as an official sponsor starting this year.

Players belonging to the Gen.G Esports team, which has signed an official partnership with Musinsa. Photo by Musinsa

Gen.G is a leading global esports team, having been the unified season champion of the LCK (League of Legends Champions Korea) last year, winning the MSI (Mid-Season Invitational) for two consecutive years, and securing the 2025 EWC (Esports World Cup) championship, among other achievements.

Musinsa expects that its collaboration with Gen.G will help enhance its corporate branding. This year, Musinsa will sponsor all professional teams under Gen.G, including the League of Legends and Valorant teams, providing official uniforms and other fashion accessories to support the athletes' performance.

In particular, for this season, Musinsa will directly design and produce the official uniforms that Gen.G players will wear during matches. The official uniforms reinforce the brand identity by focusing on Gen.G's signature black and gold colors. The new design features gold accents and incorporates Gen.G's iconic "Tiger's Eye" motif as a key element.

On January 26, Musinsa will exclusively release the 2026 season Gen.G official jerseys and jackets, as well as the May Summer uniform and the September Worlds jersey and jacket, through its limited-edition product release service, Musinsa Drop. Additionally, Musinsa plans to collaborate with leading brands in fashion, beauty, and lifestyle among its partner brands to launch limited-edition products.

With the start of this partnership with Gen.G, Musinsa is expanding into the sports business sector. Beyond being a distribution platform for uniforms and merchandise, Musinsa aims to establish itself as an official kit supplier and a product planning and distribution partner for various professional sports, including apparel and equipment sponsorships.

A Musinsa representative said, "We are delighted that, as a leading fashion company in Korea, Musinsa can collaborate with one of the world's top esports teams, Gen.G, in various areas such as product distribution, planning, and marketing. We expect that this partnership will be a significant turning point for Musinsa to establish itself as an official kit supplier for various professional sports in the future."