Skinvaders Brings Fashion and Esports into the Metaverse with Latest Gen.G x PUMA Drop on ZEPETO
The virtual drop marks latest instalment of Skinvaders' ongoing partnerships with PUMA and ZEPETO
Varun Gavankar 
Skinvaders, a next-generation platform for in-game branded skins, unveils the latest streetwear-inspired collection by PUMA in collaboration with Gen.G, the leading and only esports organization with top teams across the USA and Asia. The digital drop launches on 19 September 2022, available exclusively to gamers on one of the largest global metaverses and fastest-growing avatar platform in Asia, ZEPETO.
Skinvaders digital replications of the Gen.G X PUMA collection include footwear, apparel and accessories, which 340 million lifetime ZEPETO users around the world will be able to purchase ranging from three to eight ZEMs—the ZEPETO currency—to customize their avatars. The Gen.G Suede Gold sneaker, a code redeemable-only shoe, is available in-app to those who purchase the physical pieces from Foot Locker Korea. The full physical collection lands in Foot Locker stores in South Korea and Foot Locker Korea website.
“There is a growing appetite for in-game 3D wearable fashion, and the digital space is quickly becoming the go-to place for fashion-focused gamers to wear and connect with brands they love,” said Alexis Arragon, Chief Executive Office of Skinvaders. “The virtual drop is the latest activation in our ongoing partnerships with PUMA and ZEPETO, where we have brought some of the brand’s most popular collaborations to players in the ZEPETO online world. We are excited to unveil Gen.G on the platform for the first time and open up esports to a mostly Gen Z fashion crowd.”
The collection spans t-shirts, caps, drawstring gymsacks, hoodies, sneakers and more, each piece combining Gen.G’s signature black, white and gold colours with PUMA’s bold designs, with splashes of blue emblematic of South Korea’s flag.
The esports industry is growing exponentially, with an audience predicted to exceed half a billion this year*. The channel’s reach is not only appealing to traditional sportswear brands but fashion labels and beauty brands.
“While Gen.G brings esporting communities together from the US, China and South Korea, it all started in South Korea, and this collection with PUMA pays homage to that,” said Christine Kohler, Strategic Account Marketing Manager, Foot Locker Asia, of PUMA SEA. “We were keen for a global audience to access this localized fashion range that will bring gaming fans, trendsetters and communities together, and Skinvaders were the natural choice to facilitate this.”
Skinvaders, launched by digital fashion company, PlatformE, is becoming the go-to third-party platform for fashion labels and brands, which have included Marine Serre and DKNY, to bring their collections to online gaming worlds as demand for in-game digital customization for characters and avatars continues to grow.
