Adidas has officially landed on Roblox with a digital collection, highlighting self-expression, creativity and user experience by fusing fashion with gaming.
As part of the experience, adidas has created a range of apparel that embodies the playful, imaginative, and visually bold spirit of Roblox, while staying true to adidas’ contemporary and performance-driven character.
The brand’s venture into the digital realm will also create connections with new audiences, while offering long-standing adidas fans the chance to collect and style official UGC on Roblox, through new avatar customisation options.
The experience also comes with the launch of digital pop-up stores, carrying officially licensed digital clothing and bespoke outfits for the platform (UGC). These digital wearables and accessories will begin appearing across a range of Roblox experiences, fusing physical and virtual realms to bring adidas’ designs to a new generation of digital trendsetters and innovators.
Roblox users can now dress up their avatars with some of the adidas most iconic pieces such as the firebird tracksuits. All items will be available on the Roblox Marketplace, ensuring accessibility and convenience for Roblox users, according to the release.
Exemplifying the bold, stylish, and creative aesthetic adidas is celebrated for, the product range includes designs that echo adidas’ physical-world apparel, as well as eclectic, offbeat merchandise crafted specifically with Roblox’s exciting virtual environment in mind. The adidas packs will be refreshed and updated on a regular basis, with new UGC added each week.
As part of the diverse range of UGC collections immediately on offer, adidas has joined forces with top Roblox creator Rush Bogin (Rush X) to craft a range of exclusive, limited-edition UGC that will be available on a first-come-first-served basis.
The collaborated collection will be available alongside a wide range of iconic looks that will be brought to new life from the brand’s existing and upcoming collections.
The digital items in the packs will include an adidas Oversized Trefoil Cross-Body Bag, Trefoil Crown with Halo, and Black Hair with Beanie Headphones, amongst others.
MARKETING-INTERACTIVE has reached out to adidas for more information.
adidas is not the first clothing brand to enter Roblox. Back in May, Mattel's Barbie partnered up with clothing brand Forever 21 to release both a digital collection on Roblox and a physical one online and in selected stores, according to a tweet by Forever 21.
The 'Forever Barbie' virtual collection features a selection of 76 accessories, clothing and bags and was created in partnership with the Virtual Brand Group (VBG), a Web3 fashion designer, game developer and retailer, that creates immersive metaverse experiences by building and operating for global brands’ web3 businesses.
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