Jewelry brand Pura Vida has entered esports by becoming a partner at Raidiant‘s Calling All Heroes Major 1 tournament. This collaboration marks Pura Vida’s initial step into the gaming industry, aligning with Raidiant’s purpose to promote inclusivity and representation within esports.
The Calling All Heroes Major 1 tournament is part of Raidiant’s efforts to support marginalized genders in esports, particularly within the Overwatch 2 community.
Mykella Gannon, Marketing Director at Pura Vida, commented on the partnership: “This exciting venture into the world of esports brings a unique opportunity for Pura Vida to connect with consumers in a fresh way. 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.”
Raidiant, launched in 2021 by New Meta Entertainment (NME) – the parent company of esports organization Dignitas – is a platform dedicated to providing educational, social, and competitive resources for women in gaming. It aims to celebrate and champion opportunities for women gamers through various initiatives, including tournaments, content creation, and community engagement.
Calling All Heroes Major 1 starts on May 28. Pura Vida’s activations at the event include brand awareness, product placement, and gifts for all the competitors. The brand will also produce custom bracelets inspired by Calling All Heroes and Overwatch 2, which will be available for purchase at Pura Vida’s website.
