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

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.

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.