Mobile games developer and publisher Nordcurrent is teaming up with global sportswear brand PUMA to launch a co-branded digital collection in its popular mobile game Pocket Styler. The collaboration kicks off March 31, 2025, with a six-month in-game rollout of exclusive PUMA-themed content and a two-week special event.
The partnership introduces a diverse PUMA collection of 100-plus items, including apparel, footwear, and accessories. A limited-time special event will also feature 13 additional items across two standout outfits inspired by real-world PUMA streetwear . Players will be able to unlock these pieces by completing in-game quests.
“Partnering with PUMA, our first-ever sportswear brand in the game, marks an exciting new chapter,” said Victoria Trofimova, CEO at Nordcurrent. “PUMAs bold energy and commitment to self-expression perfectly align with our mission to empower players to explore style without limits. This collaboration is where fashion meets movement, and play meets purpose.”
“Gaming is a large part of the cultural fabric, especially for Gen Z, and Pocket Styler represents a fresh and exciting way for us to connect with new audiences,” said Ivan Dashkov, director of emerging technology at PUMA. “We’re always looking for authentic ways to show up in spaces where people express themselves. This partnership allows us to do that, bringing PUMA’s energy, style, and cultural relevance into a digital environment where creativity knows no bounds.”
For the first time in Pocket Styler, a global athletics brand will be featured, expanding Nordcurrent’s previous lineup of fashion partners that includes David Koma, Marc Cain, and Thomas Sabo. The PUMA Collection includes both classic and contemporary designs. This digital collaboration brings players multiple variations of the iconic Speedcat sneaker and updated cropped jacket T7 Tracksuit, alongside new, exclusive items like a PUMA-inspired jewelry line that’s available only in the game.
The special event will run until April 7, 2025, and includes some of the most eye-catching pieces of the partnership, such as a jumpsuit with a toy car belt and a biker jacket inspired by global pop culture moments. Players can’t purchase these items directly; instead, they must complete challenges to earn them, adding a layer of exclusivity and reward-driven gameplay.
The initiative is part of Nordcurrent’s broader strategy to integrate real-world brands into its digital universe in ways that feel authentic and enriching. For PUMA, the collaboration reflects its continued investment in digital expression and fashion’s role within virtual spaces.
Success will be measured through in-game engagement, user growth, social media reach, and purchases linked to the PUMA Collection. Nordcurrent expects the collaboration to deepen its connection with its core audiences in Europe and the US, while also attracting new fashion-forward players.
