Balmain Paris has announced a Balmain x Pokémon collaboration, an immersive digital experience enabled through NFC patches and a luxury connected jacket.
To integrate the technology, Balmain has partnered with SharpEnd.
People can get their hands on one of 15 Balmain x Pokémon limited edition NFC enabled patches available to purchase at nine Balmain boutiques across the US, Europe, and Asia.
For a lucky few, the adventure will provide a gamified user experience within Pokémon UNITE by tapping their patch.
The brand partnership is the first to connect a physical touchpoint with digital rewards in the Pokémon UNITE universe.
Once purchased, users access the experience by tapping their smartphone onto the patches, unlocking a range of digital content and prizes such as VIP tickets to the Balmain Festival in Paris or early access to the Balmain Fashion set in Pokémon UNITE.
The showpiece of the collaboration is 20 limited edition Balmain x Pokémon luxury jackets. Each jacket features 15 patches embedded with NFC tags, connecting people straight into the Pokémon universe.
There are ten bespoke jackets worldwide and ten will be gifted to celebrities across the world.
Headed by Olivier Rousteing, Balmain has adopted NFC technology to deliver an engaging experience to Pokémon fans linking their luxury products to their digital realm.
Cameron Worth, CEO and Founder, SharpEnd, says: “We are delighted to partner with such an illustrious and highly respected fashion house as Balmain to bring a rich connected experience to market.”
“We are using NFC to create unique opportunities for fans to enjoy a gamified experience – helping Balmain to continue to push boundaries and open up new paths for rewarding customers.”
Rousteing comments: “This is the first time Balmain has explored NFC technology and as a luxury brand, we are excited for the continued integration of new technologies, offering our customers an engaging, collectable experience, making our brand more widely accessible to a larger audience than ever before.”