Dive Brief:
- Alongside other major brands entering the Roblox universe, Adidas is introducing digital versions of its clothing on Roblox, the brand announced Thursday. Roblox players will be able to customize their digital avatars with Adidas apparel.
- The company partnered with Roblox creator Rush Bogin to create the limited-edition Adidas x Rush X collection, according to the announcement. The collection will be released weekly throughout this month.
- The brand is also hosting virtual pop-up shops within multiple Roblox environments, including Princess Dress Up Obby, Cotton Obby!, Seaboard City and several others.
Dive Insight:
Through its partnership with Roblox, Adidas is aiming to connect with new customers and reconnect with existing fans of the brand in the digital realm. Adidas joins a growing list of brands extending their reach to Roblox players, including Walmart, PacSun and Claire’s.
“Self-expression, creativity, and user experience are at the heart of this of Adidas entry into Roblox,” the company wrote in its announcement. “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 desire to draw new customers comes as the brand tries to recover from its Yeezy fallout. The company resumed selling Yeezy products in May and later updated its guidance to reflect higher than expected sales.
In Q3 2023, Adidas reported a 6.4% dip in net sales to 6 billion euros, or $6.4 billion at press time. About a year after cutting ties with Ye, previously known as Kanye West, the company generated 350 million euros in revenue from Yeezy sales for the quarter, slightly less than what Yeezy generated in Q3 2022. Adidas is still projecting an operating loss for the year, but the number now sits at 100 million euros versus the 700 million euros predicted at the start of the year.
