adidas is debuting popup stores and merch on the Roblox gaming platform.
Fashion brands with their own thriving Web3 communities and loyalty programs are now deepening their presence in the world of gaming.
Following Lacoste’s recent debut on The Sandbox, latest into the zone is adidas which is activating on gaming platform Roblox
These are both officially licensed and also take the form of user generated content (UGC) outfits crafted for the platform by Roblox creators. Items have been inspired by adidas’ SS24 physical collection.
The pop ups will feature across various experiences on the platform “fusing physical and virtual realms to bring adidas’ famous designs to a new generation of digital trendsetters and innovators.”
According to a statement issued by adidas to Forbes, the strategy is twofold—to “create connections with new audiences,” while offering added value to existing fans of the brand. Namely “the chance to collect and style official UGC on Roblox, through new avatar customization options.” The statement also noted that “self-expression, creativity, and user experience” are paramount.
In terms of accessing new audiences, the opportunities afforded by Roblox are significant. According to the most recent figures, the platform’s active daily users number 70.2 million.
adidas x Rush X merch available on Roblox.
Available Items include adidas digital signatures like the firebird tracksuit—versions of which were gifted to visitors to the adidas experience in Decentraland
They embody “the playful, imaginative, and visually bold spirit of Roblox,” says the brand, “while staying true to adidas’ contemporary and performance-driven character.”
adidas has also worked with one of Roblox’s top creators Rush Bogin, aka Rush X, to craft a range of exclusive, limited-edition UGC.
The digital items in the adidas x Rush X packs include adidas Oversized Trefoil Cross-Body Bag, Trefoil Crown with Halo and Black Hair with Beanie Headphones. Digital hair looks are proving surprising popular for users of the platform.
According to Roblox’s annual report, this year users have purchased over 139 million digital hairstyles for their avatars. Of all the Gucci limited edition pieces its Ancora activation on the platform, it was a runway derived digital hairstyle that proved the most coveted.
Prices for the adidas x Rush X packs range from, 85 to 500 Robux—around $1 to $6.25—however, there are also limited-edition items available at no cost (one item per user) for the first 10,000 units.
Following the initial release this week, additional designs for both adidas and adidas x Rush X collaboration products will be introduced, with new drops scheduled weekly throughout December. New stores will also be added on a rolling basis.
