Balenciaga and PUBG collaboration
Balenciaga continues to actively collaborate with the world of games. Last summer, the Kering brand appointed Pierpaolo Piccioli as its new creative director (replacing Demna Gvasalia), but did not stop digital experiments. Now the brand has entered into a new large-scale partnership with the extremely popular game PUBG (Player Unknow`s Battle Grounds) – an online shooter where a hundred players fight for victory in the “last one standing” mode.
PUBG has been around since 2017 and attracts hundreds of thousands of players every day in the PC version. But the main focus is on the mobile version, which has tens of millions of monthly active users and generates billions in revenue from skin sales.
For Balenciaga, this is a strategic move: the brand continues to develop its presence in the gaming environment, which it has been exploring since 2020 – that’s when the company’s Afterworld: The Age of Tomorrow game was released, where Balenciaga presented its own collections. Despite the failure of metaworlds, the company is not going to turn away from plans for the entertainment industry, which has become a powerful economic profitable field.
The partnership with PUBG (the amount of the deal is not disclosed) provides for in-game content, capsule drops of items and prizes for esports tournaments. Balenciaga’s new products will be integrated gradually on PC and consoles, and in the mobile version, players will be able to get Couture Armor – an outfit inspired by a 3D dress from the 52nd couture collection of 2025: a pink puffer jacket with a corset, a tight hoodie, a miniskirt, high-heeled boots and accessories (including a fluffy blue helmet).
The partnership will also have an offline continuation: a T-shirt, a black baseball cap and a charm (keychain) will appear in selected Balenciaga physical stores.
Pubg also actively works with other luxury world-famous brands: Porsche and Bugatti.
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