PUBG: BATTLEGROUNDS has announced a new campaign with UFC fighter and KICK streamer Max Holloway, bringing the game’s iconic Level 2 Vest into the real world through a live activation at the UFC 329 Press Conference.
UFC challenge
To mark the launch, Holloway appeared wearing a custom KICK × PUBG Level 2 Vest, while 10 PUBG creators simultaneously went live on KICK to unbox matching vests during dedicated livestreams.
The activation continued with ‘The Beat Max Event’, a KICK-exclusive community challenge inviting players to beat Holloway’s PUBG: BATTLEGROUNDS score for the chance to win a share of a $100,000 prize pool.
Running alongside the campaign, ‘KICK Drops’ will be available across eligible PUBG: BATTLEGROUNDS livestreams from 9 July to 26 July (EST), allowing viewers to unlock an exclusive KICK Vest in-game item and enter a raffle to win a physical version of the vest.
The collaboration marks PUBG: BATTLEGROUNDS’ first major activation in combat sports, as KRAFTON continues to expand the franchise beyond the game through creator partnerships, live events and entertainment experiences.
Taeseok Jang, Head of PUBG IP Franchise Group at KRAFTON, said: “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.”