Adidas has introduced a new venture in the Web3 space, this time integrating its 2024 spring collection into the Roblox metaverse.
The initiative comprises virtual pop-up stores exhibiting officially licensed digital clothing inspired by the brand’s 2024 spring physical collection, which users can use to dress their avatars within the Roblox platform.
The Adidas pop-up stores will be accessible across various existing Roblox experiences — including Princess Dress Up Obby, Theme Park HeideLand, Noob Train, and Dream Island.
The digital collectibles will be available through the Roblox marketplace, with Adidas collaborating with top Roblox creator Rush Bogin (Rush X) to produce limited-edition pieces.
The collaborative collection includes digital items like a cross-body bag and the iconic Beanie hat, to be released in multiple weekly drops throughout December. Some of these collectibles will be free for the first 10,000 units.
This move is part of Adidas’ continued foray into the Web3 space. Since 2021, the brand has positioned itself as a pioneer in the field, matching strides with its main competitor, Nike.
Adidas’ Web3 journey started in December 2021, marked by partnerships with cryptocurrency investor Gmoney, the Bored Ape Yacht Club NFT project, and Punks Comic. Shortly after, Adidas launched its first NFT collection, amassing over $23 million in Ethereum.
These first steps were followed by a series of other Web3 initiatives. Notably, Adidas collaborated with Moncler for “The Art of Explorers” campaign, merging fashion, NFTs, and AI-generated art. Last month, Adidas joined forces with Bugatti to unveil a limited edition boot collection, auctioned via NFT on Adidas’ Web3 platform, featuring a distinctive design and digital twin.
