Yeezy Gap and Balenciaga unveil video game experience

Yeezy Gap and Balenciaga have launched a digital game experience alongside the physical launched of its Yeezy Gap Engineered By Balenciaga collection in New York City.

Available to try out via mobile, the game allows users to select a male or female avatar and customise its skin tone, outfit and accessories to their preference.

The objective of the game is to "collect" as many doves as possible whilst manoeuvring the character through the sky.

YEEZY GAP VIDEO GAME BEING PLAYED IN TIMES SQUARE pic.twitter.com/DiJ8XBILOh

— YEEZY GAP (@YEEZYXGAPGLOBAL) July 21, 2022

The launch coincides with Gap's Times Square store launching the collection in-person for the first time. The "reengineered" store was "distilled to its most essential form in Yeezy Gap Engineered by Balenciaga’s vision of utilitarian design", and feature a heap of clothing set against a minimalist and monochromatic layout.

The collaboration between Kanye West and Balenciaga Creative Director Demna Gvasalia launched earlier this year and will be released in further physical GAP stores in the US in the coming months to "fulfill the vision to delivery Yeezy Gap design on a larger scale."

The 28-piece collection has also been restocked on Balenciaga’s website. Prices range from £85 to £300.

Earlier this month, Gap announced the departure of President and CEO Sonia Syngal, with Bob Martin, the company's current Executive Chairman of the Board replacing her on an interim basis.