PUBG brings iconic vest to UFC spotlight

The campaign represents PUBG: BATTLEGROUNDS' first major collaboration with the combat sports sector

PUBG: BATTLEGROUNDS has expanded its brand beyond gaming through a collaboration with livestreaming platform KICK and UFC fighter Max Holloway, using a high-profile UFC appearance to launch a creator-led campaign spanning esports, livestreaming and combat sports.

The activation began at the UFC 329 press conference, where Holloway wore a custom KICK × PUBG vest inspired by the game's iconic Level 2 Vest. At the same time, 10 PUBG creators streamed live on KICK, each unboxing an identical vest, linking the live event with online audiences and driving viewership across the PUBG category.

Creator activation extends campaign

Following the reveal, participating creators including HutchMF, Rampage Jackson and rraenee continued streaming PUBG: BATTLEGROUNDS while taking part in The Beat Max Event, a KICK-exclusive community challenge. Players are invited to beat Holloway's PUBG score for a share of a $100,000 prize pool.

The campaign also includes KICK Drops running until 26 July (EST). Viewers who watch eligible PUBG streams can unlock an exclusive in-game KICK Vest and enter a raffle to win a physical version of the item.

Expanding the franchise beyond gaming

Taeseok Jang, Head, PUBG IP Franchise Group: "PUBG has always been defined by moments of tension, skill and spectacle that bring players and communities together. Partnering with KICK and in collaboration with Max Holloway allows us to translate that energy into a live cultural moment that connects gaming, creators and combat sports in a way that feels authentic to PUBG. As we continue to expand the franchise, our focus is on creating experiences that live beyond the match itself and give fans new ways to engage with the world of PUBG."

The campaign represents PUBG: BATTLEGROUNDS' first major collaboration with the combat sports sector, following previous partnerships across music, fashion and automotive.

Gaming brands target cultural relevance

For KRAFTON, the activation reflects a broader strategy of extending PUBG beyond gameplay through creator partnerships and live entertainment. Rather than relying solely on in-game content, publishers are increasingly using sport, livestreaming and influencer ecosystems to keep gaming franchises visible across wider audiences.

The collaboration also highlights the growing role of livestreaming platforms such as KICK in connecting gaming brands with entertainment and sports audiences, turning product launches into cross-platform events rather than standalone game promotions.

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