Sabor announces the renewal of its licensing agreement with The Pokémon Company, an agreement that represents not only a confirmation of trust but also a strategic opportunity to strengthen its role in the fashion licensing landscape.
Through exclusive capsule collections, special collaborations, and retail projects with strong emotional impact, the company aims to engage a cross-generational and passionate fanbase, turning the connection with the brand into a genuine fashion experience.
For over 25 years, Pokémon has been more than just a video game: it has become a global phenomenon that has crossed multiple generations, influencing pop culture, gaming, and even the fashion world.
Its ability to adapt and reinvent itself has led to iconic collaborations with luxury brands such as Balmain, Tiffany, and Fendi, transforming Pokémon into true style symbols. Further confirming this trend, Uniqlo will launch a new Pokémon-themed T-shirt collection in June 2025, focusing on the emotions and memories tied to the Pokémon universe – an ideal example of how the brand continues to inspire creativity and emotional connection.
The latest Pokémon GO event, City Safari, which took place in Milan at the end of March, once again showed how the brand can bring together an adult audience, both male and female. Hundreds of fans participated, experiencing a unique phygital adventure through the city streets: anyone walking through central Milan couldn’t miss the small groups of adults with smartphones in hand, busy catching Pokémon, discovering new places, and competing in exclusive activities. This activation was a huge success, further strengthening players’ affection for the franchise.
With this new chapter, Sabor confirms itself as a key partner in the cultural and commercial promotion of Pokémon, helping bring the global phenomenon even closer to the lifestyle world and to the desires of contemporary consumers.
