French activewear brand Le Coq Sportif recently became an official sponsor of Nongshim RedForce, a South Korean League of Legends team. (League of Legends is a multiplayer online battle arena video game and is the most played PC game in the world.)  

The move marks the brand’s entry into the e-sports market. 

Going forward, Nongshim RedForce team players will wear exclusive footwear, branded uniforms and other items by Le Coq Sportif during e-sports competitions.

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