The Collaboration with Tencent-Owned “Need for Speed Mobile” Includes In-game and Physical Merchandise
Following its partnership with Alipay, Balenciaga is extending its collaboration efforts with Chinese tech giants through a new project with the Tencent-owned racing video game Need for Speed Mobile.
The collaboration, which took over 500 days to develop, will offer in-game merchandise for characters and racing cars, as well as physical products available in selected Balenciaga stores, on balenciaga.cn, and its WeChat Mini Program.
The launching of Need for Speed Mobile in mainland China marks a significant milestone, with the game set to expand to the rest of the Greater China region in August alongside the capsule drop.
Inside the game, users can purchase six character looks and four car liveries designed by Balenciaga’s creative director Demna based on recent collections, with some items unlockable after completing in-game tasks.
For the physical collection, Demna curated an eight-piece capsule with NFC chips embedded in hoodies, T-shirts, and sweatpants, granting early access to a special skin within the virtual racing world for shoppers.
Players will navigate a Balenciaga-themed cityscape called Heat Valley, virtually exploring the brand’s London flagship and getting a sneak peek of the upcoming Shanghai Taikoo Hui flagship.
Balenciaga’s tie-in with Need for Speed aims to engage digitally savvy shoppers in China seamlessly and creatively, according to Balenciaga chief executive officer Cédric Charbit.
The partnership with Tencent not only allows Balenciaga to explore new territories but also enhances dialogue while pushing boundaries and redefining luxury through creativity.
This collaboration with Need for Speed Mobile marks Balenciaga’s third foray into the digital gaming realm, following the success of previous projects like “Afterworld: The Age of Tomorrow” video game and their collaboration with Fortnite.
