A Look Back on Gundam's Most Significant Brand Collaborations
Diving into how Gundam’s partnerships with BAPE, Supreme, F1 and more have defined a decade of pop culture crossovers.
Since its introduction in 1979, the Mobile Suit Gundam franchise has been recognized as a seminal work in science fiction, fundamentally defining the “real robot” subgenre of anime. Beyond its narrative influence, the franchise represents a substantial economic and cultural force, driving the growth of Bandai Namco through the highly successful Gunpla (Gundam plastic model) business. The sustained popularity of the Mobile Suits — as both complex characters and detailed mechanical designs — has enabled the brand to execute impactful collaborations across multiple global consumer markets, notably within streetwear and design.
These partnerships serve as crucial indicators of Gundam‘s cross-cultural relevance, moving the brand beyond traditional media into high-visibility consumer goods.
BAPE x Gundam
Bape/Heison Ho/Hypebeast
Bape/Heison Ho/Hypebeast
Bape/Heison Ho/Hypebeast
Bape/Heison Ho/Hypebeast
A key example of this integration is the recent large-scale activation by A BATHING APE® (BAPE®) in Shanghai. The installation of four custom-designed colossal Gundam statues, each incorporating BAPE’s sub-brands (BAPE®, AAPE, BABY MILO®, and APEE), underscores the brand’s sustained ability to create a tangible cultural spectacle. This event directly references the initial success of the 2018 BAPE x Gundam collaboration, which effectively merged the classic RX-78-2 Gundam and MS-06 Zaku II Mobile Suits with BAPE’s distinctive ABC CAMO patterns across apparel and model kits. These pairings validated the Mobile Suit design as a potent graphic element capable of anchoring street fashion campaigns.
Supreme x Gundam
Supreme
The franchise’s reach has expanded into distinct global subcultures, as seen with the 2021 Supreme collaboration. The release of a limited-edition, clear-red MG 1/100 RX-78-2 GUNDAM Ver. 3.0 model kit demonstrated an effective strategy for integrating the traditional Gunpla hobby into the exclusive, drop-based retail model associated with Supreme. This move positioned the mechanical design as a desirable collector’s artifact within the luxury skatewear segment.
Scuderia AlphaTauri x Gundam
Scuderia Alphatauri
Scuderia Alphatauri
Scuderia Alphatauri
Scuderia Alphatauri
Further illustrating its versatility, Gundam entered the realm of international motorsports in 2023 through a partnership with Red Bull’s sister F1 team, Scuderia AlphaTauri, for the Las Vegas Grand Prix. The application of decals featuring the RX-78-2 Gundam and XVX-016 Gundam Aerial on the F1 cars and driver Yuki Tsunoda’s attire was a strategic move. By associating with a global sport that emphasizes advanced engineering and high performance, the collaboration effectively communicated Gundam’s core themes of technology and precision to a broad, non-anime-specific demographic.
fragment design x Gundam
Fragment Design
Fragment Design
Fragment Design
Fragment Design
Fragment Design
Fragment Design
The pattern of design-focused collaborations continued into late 2024 and early this year with fragment design. The GUNDAM45FRGMT project, led by Hiroshi Fujiwara, resulted in a minimalist, grayscale Gunpla that incorporated fragment’s signature lightning bolt logo. This partnership solidified Gundam’s status within high-end, limited-edition design circles, confirming its Mobile Suits as platforms for contemporary artistic interpretation rather than merely franchise merchandise.
Jay Chou’s PHANTACI x Gundam
The franchise’s reach extends significantly into the broader East Asian fashion landscape, highlighted by the collaboration with Taiwanese streetwear brand PHANTACi, co-founded by artist Jay Chou. PHANTACi integrated Gundam’s imagery with its signature “low-key luxury” aesthetic, leading to the collaboration on the MG Freedom Gundam 2.0. Officially named PHANTACI ZGMF-X10A FREEDOM GUNDAM ver. J, such as the PHANTACi RX-78-2 Gundam Ver. J figures, are critical for demonstrating Gundam’s resonance within the Mandopop and Greater China streetwear culture, showcasing the Mobile Suit as a versatile canvas for celebrity-driven, high-concept street design.
Bridging Hype and Heritage in Apparel With Uniqlo
Uniqlo
Uniqlo
Uniqlo
Crucially, Gundam has mastered the spectrum of fashion integration, from exclusive drops to global accessibility. Partnerships with Japanese retailer Uniqlo, specifically through its UT (Uniqlo T-shirt) line, have made the franchise’s visual identity available to a mass market worldwide. These frequent collections, which have celebrated anniversaries like the 40th and 45th, democratize the IP by featuring exclusive illustrations from legendary mechanical designer Kunio Okawara and spanning multiple series, from the original Mobile Suit Gundam to The Witch from Mercury. By packaging high-quality, canonical artwork in an affordable, global platform, Uniqlo collaborations ensure that Gundam remains omnipresent and universally recognizable, serving as a critical foundation for its more exclusive hype ventures.
Securing the Nike Collaboration that Spiralled Future Projects
Nike
Nike
Nike
The highest-profile sneaker crossover came in 2021 with the Nike SB Dunk High “Gundam” series, drawing inspiration from Mobile Suit Gundam Unicorn. This collaboration resulted in two distinct colorways, “Project Unicorn White” and “Banshee,” that translated the Mobile Suits armor plating, metallic accents, and transforming capabilities into footwear design. Key details included mecha-inspired detailing on the toe boxes, prominent use of the Unicorn’s head crest (V-Fin), and removable, stylized Swooshes that mimicked the Unicorn Mode’s transformation. This release positioned the Mobile Suit as a direct muse for sneaker design, successfully merging the meticulous detailing of Gunpla with the cultural weight of the Dunk silhouette, and appealing directly to both dedicated anime fans and the influential sneaker resale market. The hype of the collab later lead to the Supreme collaboration and more.
Collectively, these collaborations reveal a deliberate strategy of cultural saturation, using established, high-profile brands to continually redefine the Mobile Suit Gundam IP as a flexible and enduring symbol in global pop culture, design, and commerce.
