Argentina-based esports organization KRÜ Esports and its partner Visa have teamed up with French multinational advertising and public relations company Publicis Groupe to create a series of videos promoting the inclusion of women in esports utilizing players from its all-women Valorant roster, Visa KRÜ Blaze.
The short-form video series is called “#KRÜ Lessons By Visa,” and the “first lesson” offering Valorant tips and tricks, features IGL Keila “Kalita” Nava. Obviously, this series is an extension of Visa’s existing partnership with the team, but it shows the company’s commitment to the team and the idea of promoting inclusion in esports.
“These digital spaces are aimed at giving visibility to all the women who are part of this discipline and who have not had much amplification,” KRÜ Marketing Director Bruno Mazzucchelli, noted in a social media post. “It is a grain of sand to contribute to a fairer scene in terms of gender. The Blaze Lessons aim to generate more impact on the female audience and, in some way, more women can feel represented.”
The first #KRÜ Lesson by #Visa featuring Kalita can be watched below:
In addition to its Visa KRÜ Blaze team, the organization fields teams in Valorant and Rocket League. Alongside Visa, KRÜ also has partnerships with Disney+, PUMA, AORUS, Fitchin, Logitech G, and Budweiser.