Porsche is accelerating into the metaverse. To celebrate the 25th anniversary of its legendary Carrera GT, the automaker has partnered with ZEPETO, the avatar-based social platform, to extend its reach into digital culture.
From now until October 25, ZEPETO users can explore immersive digital activations tied to Porsche’s legacy, interact with three narrative “booths,” and deck out their avatars in exclusive capsule collection items created in partnership with Arthur Kar like jackets, caps, and Porsche × PUMA trainers.
The goal is for this to be more than just a PR stunt, and is instead positioned as a strategic brand play with implications in digital fashion, avatar culture, and immersive brand engagement. ZEPETO reports more than 400 million registered users and a sizable base of 15–20 million monthly active users (MAUs).
For context, platforms like ZEPETO have already moved billions of digital fashion items through user-generated markets: since 2020, ZEPETO has sold over 2.5 billion virtual items according to GEEIQ. That volume underscores how much potential value is already flowing through avatar economies and how brands see opportunity there.
Specifically, the Porsche-ZEPETO collaboration taps into a growing brand-to-avatar advertising market, which was valued at more than $2.8 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of nearly 20% into 2033.
In its digital activation, ZEPETO’s three interactive booths let users race the Carrera GT at the Leipzig track, walk through its production history, and visit its Paris debut. After completing all three “experiences,” users receive exclusive Porsche-branded gear for their avatars. The collection of items (a jacket, tee, cap, and trainers) gives Porsche a presence in the avatar wardrobes of millions of fans worldwide.
ZEPETO’s modern avatar ecosystem was built with user-generated games and worlds in mind. Creators on the platform have already built playable experiences that others explore and interact with, similar to Roblox. For Porsche, that means this activation doesn’t just rely on brand curation; it also taps into community creativity and scalability.
If traditional advertising is the physical showfloor, then activations like this could be the metaverse equivalent, with lively and interactive experiences integrated into the digital lives of users.