Partnership Celebrates Women and Marginalized Genders in Esports

LOS ANGELES, March 13, 2025 /PRNewswire/ -- Pura Vida, a renowned brand known for its handcrafted jewelry and dedication to empowering artisans, is joining forces with Raidiant, the leading esports platform for women and marginalized genders, to bring its unique spirit to the gaming community for the first time. As an Official Associate Partner and the Exclusive Jewelry Partner of the "Calling All Heroes Major 1" tournament this May, Pura Vida is set to inspire esports players and fans with engaging in-broadcast experiences, custom content, and exclusive opportunities to connect with the brand.

The partnership with Raidiant marks Pura Vida's debut in the gaming space with a meaningful collaboration that fosters a welcoming environment within esports for women and marginalized genders. Raidiant and Pura Vida invite fans, players, and casters alike to join this unforgettable celebration of creativity, self-expression, and the love of the game.

"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."

Pura Vida x Calling All Heroes Activation Highlights:

"Rep Your Hero" Moment: During each broadcast day, Raidiant will produce a dedicated on-air segment where Calling All Heroes casters create custom Pura Vida bracelets themed after their favorite heroes.

Hero-Themed Bracelets and Fan Giveaways: As part of the partnership, Pura Vida will design and create bracelets inspired by Overwatch heroes, allowing fans and players to showcase their love for the Calling All Heroes tournament. These exclusive bracelets will be made available for purchase on the Pura Vida website. Additionally, all participating competitors in the Calling All Heroes Major 1 tournament will receive a selection of Pura Vida jewelry, including these hero-themed designs, as part of the partnership.

On-Air Product Placement: Raidiant's on-air talent will wear and showcase their favorite Pura Vida jewelry during broadcast segments, giving viewers an intimate look at Pura Vida products. Fans will have the opportunity to purchase custom Raidiant x Calling All Heroes-themed bracelets on the Pura Vida website.

Digital Marketing Integration: Pura Vida branding will be prominently featured throughout the broadcast, with special branding opportunities including on-screen graphics during non-gameplay moments, a custom Twitch panel, and interactive Twitch chatbot messaging with special discounts, offers, and giveaways.

Fans can tune in to see this partnership with Pura Vida come to life and watch the Overwatch action unfold during Calling All Heroes Major 1 starting Saturday, February 10th on Twitch and YouTube.

About Pura Vida

Pura Vida is the maker of the original friendship bracelet.They're a bracelet company turned lifestyle brand that looks good and does good too. Pura Vida creates on-trend, thoughtfully designed pieces at price points that won't break the budget (starting at just $7). Beyond style, they support a global community by providing full-time jobs to over 800 global artisans, operating as a certified B Corp, and donating over $5 Million (& counting!) to causes that support the planet and the people in it.

To learn more about Pura Vida, visit www.puravidabracelets.com, follow Pura Vida on Instagram, Facebook & TikTok.

About Raidiant

Raidiant is the premier platform in esports for women and marginalized genders, dedicated to providing a competitive and inclusive space within the gaming industry. From tournaments to industry-leading partnerships, Raidiant is driving change, empowering players, and showcasing the talent of women and non-binary gamers globally.

For more information, please contact:

Jen Franklin

SVP of Partnerships & Marketing, Raidiant

415-235-0678

391743@email4pr.com

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SOURCE Raidiant