Tournament organizer Raidiant has partnered with Pura Vida Bracelets, with a number of activations planned for Calling All Heroes Major 1. In case you are not familiar with the tournament series, Calling All Heroes is an Overwatch 2 competition for women and marginalized genders organized by Raidiant in cooperation with Blizzard Entertainment and Overwatch Championship Series. The next major event for 2025, Calling All Heroes Major 1, kicks off on May 28.
Financial terms of the deal were not disclosed, but this marks the first time the company has worked with a tournament organizer or within the esports ecosystem.
“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 of 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.”
Under the terms of the deal, Pura Vida will get visibility during Calling All Heroes broadcasts, on social media, product placements, and more. On-air talent will also wear Pura Vida jewelry during broadcasts for extra visibility of the brand and Pura Vida will design and create bracelets inspired by Calling All Heroes and Overwatch 2 hero styles. All participating competitors in the Calling All Heroes Major 1 tournament will also receive a selection of Pura Vida jewelry as part of the deal.
Pura Vida and Raidiant will also work together on a number of activations during Calling All Heroes Major 1 including a “Rep Your Hero Moment” (a daily broadcast segment where casters create custom Pura Vida bracelets inspired by their favorite hero styles).
Last week, Raidiant announced the launch of The Milk Cup Academy, a series of initiatives to help players participating in its ongoing Fortnite competition, The Milk Cup. Details on that can be found in this feature article featuring Fortnite content creator ThePeachCobbler, Raidiant CEO & Founder Heather Garozzo, and MilkPEP Senior Marketing Manager Jennifer Grubb.