Adidas dives into Roblox with special drops and pop-up shops

By

Sandra Halliday

Published
Dec 8, 2023

Adidas has gone virtual. The German sports giant has just launched on Roblox and has kicked off the experience with pop-up stores carrying officially licensed digital clothing and bespoke outfits for the platform. 

These digital wearables and accessories “will begin appearing across a range of Roblox experiences, fusing physical and virtual realms to bring Adidas’s famous designs to a new generation of digital trendsetters and innovators,” we’re told. 

In practice, it means Roblox users can dress up their avatars with pieces such as the well-known firebird tracksuits and more. All items will be available on the Roblox Marketplace.

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And as part of the wide range of user generated collections (UGC) immediately on offer, it has joined forces with Roblox creator Rush Bogin (Rush X) on a range of exclusive, limited-edition UGC that will be available on a first-come-first-served basis”.

After the initial release, more Rush X collaboration products will be introduced, with new drops scheduled weekly throughout December. 

Adidas said that “self-expression, creativity, and user experience are at the heart of this of entry into Roblox” and that it has created a range of apparel that “embodies the playful, imaginative, and visually bold spirit” of the platform while “staying true to” its own “contemporary and performance-driven character”.

Of course what’s particularly important is that this debut will “also create connections with new audiences”.

For now, the pop-up shops are available in experiences including Princess Dress Up Obby, Cotton Obby!, Seaboard City, Theme Park HeideLand, Noob Train, Dream Island, and Ultimate Ragdoll Playground.