Musinsa to design and produce official uniforms for Gen.G Esports

(Musinsa)

South Korea’s leading fashion platform Musinsa Co. announced on Monday that it has formed a partnership with global esports company Gen.G Esports, participating as a sponsor starting this year.

Gen.G is one of the leading esports teams, with a strong domestic and international fan base built on its League of Legends Champions Korea (LCK) unified season title and consistent results in international tournaments.

The partnership is expected to expand Musinsa’s brand exposure and engagement with fan communities, driven by the overlap between esports fans in their teens and 20s and Musinsa’s core user base.

Under the partnership, Musinsa will directly design and produce Gen.G’s official uniforms. The uniforms for the current season incorporate design elements reflecting Gen.G’s identity.

The official uniforms and related products will be released sequentially through Musinsa Drop, the company’s limited-release service.

Releases will begin with the 2026 season’s official jersey and jacket, followed by season-by-season uniforms and merchandise offered exclusively through the platform. Collaborative products with brands sold on Musinsa are also in development.

The partnership signals Musinsa’s expansion into the sports business.

Industry analysts say the strategy extends beyond uniform and merchandise distribution, with Musinsa aiming to position itself as an official kit supplier and a product planning and distribution partner across a range of professional sports.

(Musinsa)

Musinsa has previously produced ceremonial uniforms worn by Korean national teams at international competitions. Its in-house brand, Musinsa Standard, designed the uniforms for the 2024 Paris Olympics and the 2023 Hangzhou Asian Games.

The opening and closing ceremony uniforms worn by the Korean national team at the Paris Olympics drew attention internationally. The International Olympic Committee selected the uniforms as one of the top 10 best dressed among 206 participating countries.

“This partnership is expected to be an important turning point for Musinsa as it establishes itself as an official kit supplier across a range of professional sports in the future,” said a company official.