British streamer and content creator Ali-A has officially become a co-owner of PuK, the UK-based gaming gear and lifestyle brand. The move was described as “more than a traditional brand partnership.”

Ali-A, real name Alastair Aiken, has been a mainstay in gaming content for over a decade, rising to prominence through Call of Duty and Fortnite. With over 18 million subscribers on YouTube, he has built one of the largest gaming audiences in the world. Now, he’ll play a hands-on role in helping shape the direction of PuK as it continues to grow.

“This isn’t just a partnership. It’s a launchpad for exclusive drops, next-gen gear, and creative collabs shaped by Ali-A’s vision for players everywhere,” PuK said on their website.

The brand also teased “behind-the-scenes access” and “limited-edition gear” as part of the collaboration, though no timeline has been shared for upcoming releases or projects.

To celebrate the announcement, Ali-A announced a giveaway for his followers of 10 PuK products.

Founded in the UK, PuK has been positioning itself as a lifestyle brand for gamers, focusing on clean, minimal design and community-first marketing. The addition of Ali-A as a co-owner brings both reach and credibility among younger audiences, particularly those who have followed his content across Fortnite and other mainstream titles.

Ali-A’s involvement continues a broader trend of creators taking on more meaningful roles in brands beyond traditional sponsorships or influencer deals. As co-owner, he’s expected to play a role in product development and creative direction, though neither party has disclosed specific details.