American artist, creative director, content creator, fashion designer and DJ, Heron Preston, has joined global esports organisation Gen.G. 

As an executive brand advisor, Preston will be leading design efforts related to Gen.G’s League of Legends team limited edition merch and accessories. 

Looking forward to collaborating with Gen.G, Preston said:

“I’m really excited about this role with Gen.G. Having been built from digital communities that connect worldwide, esports are the future of entertainment and a cultural hotspot where new ideas will emerge. I am looking forward to exploring new territory with Gen.G; their inclusive, innovative, relevant and educationally-driven approach to gaming really resonates with what matters most to me.”

While VP of Brand for Gen.G, Gina Chung Lee, added:

“The global gaming culture has grown so large that it is now pushing at the borders that separated it from fashion and music communities. Heron’s history of pushing these boundaries makes him the ideal partner as we grow our brand.

“We’re getting started on some exciting projects together; it’s been refreshing to work with someone who is so hands-on and really wants to understand the players’ stories to figure out the best way to represent our gaming community.”

Preston has previously worked with well known cultural icons, celebrities and brands, including Kanye West and the Yeezy brand, Virgil Abloh and their co-founded Been Trill label, Hewlett-Packard, NASA, Carhartt, and even the NYC Department of Sanitation. He also runs HPC Trading Co – an e-commerce platform featuring his curated collections of art, music, and fashion. 

Gen.G has bases in the United States, South Korea, and China, and fields teams in many titles, including Apex Legends, Call of Duty, Counter-Strike: Global Offensive, Fortnite, League of Legends, Overwatch, PlayerUnknown’s Battlegrounds, NBA 2K, and Valorant. 

The organisation has partnerships with the University of Kentucky, Eastern Michigan University, bumble, Han Sung Motor (Mercedes-Benz), Puma, Douyu, more Labs, Geekstar, Logitech G, benefit San Francisco, McDonalds, Sidiz, Desker, Silicon Valley Bank, and Old Spice. 

AYO.NEWS says:

Increasingly we’re seeing esports organisations evolve into complete lifestyle brands, with fashion, music, art, merchandise, and even social statements and politics, taking a more prominent place. So, for those organisations with deep pockets, like Gen.G, it is only natural they bring onboard design heavyweights like Preston.  

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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