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The Last of Us is back—and with it comes a slate of cap-tivating brand collaborations.
When the first season premiered in January 2023, HBO reported that it attracted 4.7 million viewers across linear and HBO Max platforms, marking the premium network’s second-largest launch, trailing behind House of the Dragon. The finale also broke records, drawing in 8.2 million viewers.
That shouldn’t come as a surprise, since the show is adapted from one of the most popular action-adventure video games from Sony Computer Entertainment. It also stars one of today’s biggest stars, Pedro Pascal, alongside former Game of Thrones actress Bella Ramsey, as the beloved duo of Joel and Ellie.
This time around, HBO wants to go all out with marketing for the new season—a strategy that proved successful for the network with the recently concluded third season of The White Lotus.
Sony Pictures Consumer Products, the official licensor, debuted a series of collaborations with brand partners to incorporate themes from the storyline, such as love and loss, and integrate products that replicate in-world elements and props, like the cordyceps mushrooms that infect humans in the show. There’s also clothing and footwear inspired by the characters.
Fans will be able to shop for the products on the brand’s websites as well as shop.HBO.com, the official hub for consumer products and merchandise inspired by the series.
“Our brand partners were carefully selected given their strong integration to the content and themes of HBO’s uniquely captivating show and were tapped to bring fans even deeper into the storyline with familiar products that blur the line between the real world and the unpredictable world of the Last of Us,” Jamie Stevens, evp, worldwide consumer products, Sony Pictures Entertainment, told ADWEEK.
Maura Regan, president of Licensing International, said that because of the video game’s engaged fan base, the show’s connection with a wider audience presents opportunities to reach consumers in new ways.
“By taking advantage of the immersive nature of the game and tapping into the show’s compelling storylines, licensed products inspired by the brand allow fans to bring The Last of Us into their lives in new and innovative ways,” Regan said. “Across categories, we have seen licensing partners bring the property to life and extend that engagement far beyond the screen.”
ADWEEK rounded up all of Sony Pictures Consumer Products’ brand collaborations with HBO’s The Last of Us, which premieres this Sunday.
Four Sigmatic
Functional coffee brand Four Sigmatic released a high-caffeinated coffee infused with cordyceps mushrooms, which aims to give coffee drinkers more focus and energy. Along with cordyceps, the limited-edition coffee is made of organic Arabica coffee, lion’s mane mushrooms, Vitamin B12, and coffee bean extract. According to Four Sigmatic, the dark roast coffee “has a smooth, full bodied taste with notes of dark chocolate.”
Alice Mushrooms
Four Sigmatic isn’t the only mushroom-centric brand that Sony Pictures Consumer Products collaborated with ahead of the new season. Alice Mushrooms, known for its dark chocolate mushroom supplements, debuted a cordyceps-infused Brainstorm chocolate. The co-branded chocolate and limited-edition cordyceps “infected” tin brings the mushrooms for the plot into a snack designed to deliver focus and energy. The brand even teased a special treasure box—but there are only 50 and available on a first come, first serve basis.
Timberland
The footwear brand will release a Last of Us-themed version of its Original Timberland Boot, which will give fans the chance to literally walk in the shoes of the show’s characters. The shoes won’t be available until September, but according to the company, the rugged style of the boots blend the brand’s craftsmanship with the narrative of the show.
Wrangler
Wrangler will launch two capsule collections inspired by the season’s central locations. The first capsule, which launches on April 13 to coincide with the premiere, will be tied to Jackson, Wyoming—Joel and Ellie’s home base at the start of the season.
Meanwhile, the second capsule will launch mid-series and will be inspired by the plot and characters based in Seattle, Washington. Both collections feature rugged men’s and women’s jackets, shirts, jeans, cargos, and hats. According to the brand, each piece boasts “superior quality and timeless design,” which specific color-branded accents and cordyceps-inspired camo patterns, which will recognizable to viewers of the show.
Taylor Guitars
Taylor Guitars, a manufacturer of premium acoustic guitars, is a brand that’s prevalent in the video game’s universe. In The Last of Us Part II, Ellie has an acoustic guitar. The brand previously partnered with Naughty Dog to create custom replica guitars of the heroine’s instruments. They also released custom straps and picks inspired by the video game sequel.
Now, the brand is teaming up with Sony Pictures Consumer Products for the show. While the products haven’t been unveiled yet, and will launch shortly after the second season’s premiere, it will tie directly into the show’s plot.
The Last of Us Season 2 premieres on April 13, 2025, on HBO and Max.
