Pura Vida Named Exclusive Jewelry Partner of Calling All Heroes

Raidiant has secured a partnership with California-based jewelry brand Pura Vida, naming the company the exclusive jewelry partner for the Calling All Heroes tournament series. This collaboration marks Pura Vida’s inaugural entry into the esports ecosystem and its first partnership with a tournament organizer. The agreement centers on the upcoming Calling All Heroes Major 1, which is scheduled to begin on May 28, 2025.

The partnership integrates the brand into the tournament experience through several activations and visibility initiatives. Pura Vida will receive prominent placement during event broadcasts, including product displays and on-air talent wearing the jewelry. Furthermore, the company will design custom jewelry inspired by Overwatch 2 hero aesthetics. A specific daily broadcast segment, titled "Rep Your Hero Moment," will feature casters creating custom bracelets, while all tournament competitors will receive a selection of Pura Vida products.

While the financial terms of the deal remain undisclosed, the collaboration highlights a strategic effort by Pura Vida to engage with the growing esports audience. Calling All Heroes, an Overwatch 2 competition series for women and marginalized genders, is organized by Raidiant in collaboration with Blizzard Entertainment and the Overwatch Championship Series. This move reflects a broader trend of non-endemic brands seeking to establish a presence within competitive gaming through targeted, community-focused partnerships.