[Las Vegas], [Nevada/USA]– [JULY 10, 2026] – BATTLEGROUNDS brought one of its most recognizable in-game items into the real world this week, as UFC fighter and KICK streamer Max Holloway appeared at the UFC 329 Press Conference wearing a custom KICK × PUBG-branded vest inspired by the game’s Level 2 Vest.
As Holloway arrived at the press conference in the KICK × PUBG vest, 10 PUBG streamers went live on KICK to unbox PUBG crates of their own. Each crate revealed an identical vest, extending the reveal from the press conference to livestream audiences in real time. The reveal drew strong concurrent viewership to the PUBG: BATTLEGROUNDS category on KICK, with participating streamers including HutchMF, Rampage Jackson, rraenee and more.
Following the press conference, all 10 streamers continued their livestreams on KICK, the world’s fastest-growing livestreaming platform, by playing PUBG: BATTLEGROUNDS and participating in The Beat Max Event – a KICK-exclusive community challenge where players are invited to beat Holloway’s score in PUBG: BATTLEGROUNDS for a share of $100,000.
“PUBG has always been defined by moments of tension, skill and spectacle that bring players and communities together,” said Taeseok Jang, Head of PUBG IP Franchise Group. “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.”
KICK Drops will be available across the PUBG: BATTLEGROUNDS category on KICK from July 9 to July 26 EST. Fans who watch eligible PUBG: BATTLEGROUNDS streams during the campaign can earn the exclusive KICK Vest in-game item, as well as raffle entries for a physical vest.
The collaboration marks PUBG: BATTLEGROUNDS’ first major activation tied to combat sports, following previous partnerships across music, fashion and luxury automotive. For KRAFTON, the campaign is part of a broader effort to extend the franchise beyond the game itself by connecting PUBG: BATTLEGROUNDS with entertainment, creator and live-event experiences for both new and existing players.
