Adidas launches virtual store on gaming platform

Adidas has launched pop-up stores on the gaming platform Roblox allowing users to buy user-generated digital clothing and accessories for their avatars.

The sports brand has also partnered with Rush Bogin, a creator on the platform known as Rush X, to launch a range of limited edition user-generated content (UGC) which will be made available on Roblox each week in December.

A range of items will be included in the collection such as tracksuits, bags and shoes from Adidas’ collection.

The company said the the pop-up shops would bring the brand to a new audience.

“Self-expression, creativity, and user experience are at the heart of this of Adidas entry into Roblox,” the company said on its website. “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 move comes after several other clothing brands recently made their products available in virtual form on the gaming platform, including H&M and Forever 21.

In September, Walmart also launched a new virtual experience on gaming platform Roblox to allow shoppers to discover new products and creators. As part of the experience, creators were able to monetise the sales of their virtual items via Robux, Roblox’s native currency.

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