Raidiant, the organizer behind the Calling All Heroes tournament series, has announced a new partnership with lifestyle brand Pura Vida Bracelets. The collaboration will kick off at Calling All Heroes Major 1, an Overwatch 2 event scheduled to begin on May 28, 2025.
Calling All Heroes is a competition for women and marginalized genders in Overwatch 2. It is run by Raidiant in partnership with Blizzard Entertainment and the Overwatch Championship Series.
The financial terms of the partnership have not been made public. However, this marks Pura Vida’s first venture into esports and its first deal with a tournament organizer.
“This exciting venture into the world of esports brings a unique opportunity for Pura Vida to connect with consumers in a fresh way,” said Mykella Gannon, Marketing Director at Pura Vida. “The future of esports, and those within it, is growing at an unprecedented rate; Pura Vida is thrilled to be an early supporter and fan of the digital future.”
As part of the deal, Pura Vida will receive brand exposure during tournament broadcasts, on social media, and through product placements. On-air casters will also wear Pura Vida jewelry during the event. In addition, the company will design custom bracelets inspired by Calling All Heroes themes and Overwatch 2 characters.
All players competing in Calling All Heroes Major 1 will receive a curated jewelry collection from Pura Vida as part of the sponsorship.
The two brands will also team up for several activations during the event. One example is the “Rep Your Hero Moment,” a daily segment where casters will create personalized bracelets based on their favorite Overwatch heroes.
This partnership follows Raidiant’s recent launch of The Milk Cup Academy, a development program for Fortnite players involved in the Milk Cup tournament. More information about the initiative can be found in a recent feature including insights from Fortnite creator ThePeachCobbler, Raidiant founder Heather Garozzo, and Jennifer Grubb, Senior Marketing Manager at MilkPEP.
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