FXXK FAKES" NOGEAR Temporarily Suspends Krafton Sponsorship

Apparel brand NOGEAR has temporarily suspended its sponsorship related to a PUBG event match. Amid ongoing controversy surrounding match fairness, the brand cited its slogan "FXXK FAKES" as the rationale behind the suspension.

NOGEAR stated, "We have noted the situation where several concerns regarding fairness have been raised in relation to the PUBG event match," adding, "As the standards of fair competition are crucial, we deemed it necessary to observe the process of clarifying the facts and taking necessary measures." The brand added, "Accordingly, we are temporarily suspending the relevant sponsorship."

The statement also directly tied the suspension decision to the brand's identity. NOGEAR said, "'FXXK FAKES,' which NOGEAR has consistently voiced, conveys that we value fair processes and legitimate competition." The brand description notes that this is "not merely a slogan, but a declaration to reject falsehoods and build a healthy culture ourselves."

Founded in Seoul in 2024, NOGEAR has spearheaded a stance of rejecting so-called 'fake naturals'—those who conceal drug use and project a false image. The brand description presents "Only honest growth is real" and "Without deception, just as you are" as its core statements. Consequently, this issue involving match fairness directly collides with the brand's core values.

The controversy erupted during 'PUBG Asia Stars 2026,' hosted by Krafton. On the first day of competition on September 17, it was revealed that two participants from the Vietnam region had checked external game information through their personal stream chat.

Krafton removed the two participants from the remaining schedule, revoked their PUBG Vietnam Partner status, and admitted that during its initial response, it had "hastily communicated unverified information." The South Korean team did not compete on Day 2 on September 19, and the tournament was halted without holding Day 3. Krafton is continuing its investigation into whether external information was actually used during gameplay.

NOGEAR is not the first partner to announce a suspension. Baekeok Coffee and Kkanbu Chicken have already temporarily suspended PUBG-related promotions and events.

NOGEAR stated, "We will determine our future direction after confirming the official investigation results and follow-up measures."

This article was originally written in Korean and translated with the help of AI. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom. [Read Original]

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Doohyun "Biit" Lee

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