Pura Vida Enters Gaming as Exclusive Jewelry Partner of Raidiant's Calling All Heroes Major 1 Tournament

Partnership Celebrates Women and Marginalized Genders in Esports

LOS ANGELES, May 5, 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 Calling All Heroes 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, Radiant will produce a dedicated on-air segment where Calling All Heroes casters create custom Pura Vida bracelets inspired by their favorite hero styles.

Bracelets Inspired by Hero Styles and Fan Giveaways: As part of the partnership, Pura Vida will design and create bracelets inspired by Calling All Heroes and Overwatch® 2 hero styles, allowing fans and players to showcase their love for the tournament. Different colored options of stylized 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 stylized 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-inspired 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 2 action unfold during Calling All Heroes Major 1 starting Wednesday, May 28 on Twitch and YouTube.

Media Contact:
Jen Franklin
415-235-0678
[email protected] 

SOURCE Raidiant