Porsche has chosen a unique way to mark the 25th anniversary of its legendary Carrera GT, merging the physical and virtual worlds in a collaboration with ZEPETO, the avatar platform with more than 400 million registered users. At the heart of the celebration is a Paris showcase near the Champs-Élysées, running from September 24 to 27, where visitors can immerse themselves in the history of one of Porsche’s most iconic supercars. At the same time, ZEPETO extends this commemoration globally, allowing millions of users to experience the Carrera GT through interactive digital storytelling.
The exhibition in Paris brings the legacy of the Carrera GT to life with a carefully curated temporary display, revisiting milestones in its design and cultural impact. Online, ZEPETO transforms this heritage into a virtual activation spanning from September 26 to October 25. Users step into three immersive digital booths that mirror key moments of the Carrera GT’s history: racing on the Porsche Leipzig track, posing on its former production line, and revisiting its dramatic debut in Paris. In these spaces, fans create photos and videos with their avatars, blending the boundaries between personal creativity and Porsche’s brand narrative.
To complement the storytelling, Porsche introduces exclusive digital fashion items inside ZEPETO’s Porsche-branded shop. The capsule collection includes a jacket, T-shirt, cap, and Porsche x PUMA Speedcat trainers, all designed to extend the Carrera GT spirit into avatar customization. For added engagement, a special in-app reward event offers dedicated fans the chance to unlock a limited Porsche-branded item by creating content in all three booths. This interactive approach ensures that the celebration of the Carrera GT is not only witnessed but lived by users across the globe.
Executives from both companies emphasize the deeper meaning of this partnership. Annette Lee, Head of Business Development at NAVER Z, highlights how Porsche’s presence in ZEPETO transforms a traditional brand anniversary into a shared, immersive experience. Porsche’s Director of Brand Management, Deniz Keskin, underlines the importance of reaching new generations in spaces where they already create and interact, noting that bringing Porsche into the avatar world is a natural step to connect the brand’s legacy with digital culture.
The collaboration is not Porsche’s first foray into lifestyle storytelling, but it reflects ZEPETO’s growing role as a cultural bridge. Previous partnerships with luxury brands like Gucci and Coach have set the stage, but the Carrera GT activation stands out by fusing automotive history with avatar-based digital worlds. By anchoring the Paris showcase in a virtual expansion, Porsche ensures that its commemoration of 25 years of Carrera GT resonates far beyond the Champs-Élysées, inviting fans everywhere to carry its spirit into the worlds they create.