adidas Brings Virtual Storefront to Roblox Featuring 800+ Items
Visitors can browse and purchase new digital products each week.
From West Elm to Build-A-Bear Workshop and beyond, a wide variety of brands have launched Roblox experiences as a way to reach new, potentially younger audiences and generate revenue via the sale of digital items.
Many of these branded Roblox experiences take the form of games with various activities for players to complete. The experiences typically offer an in-game store where players can spend Robux (Roblox’s premium currency) on clothing and accessory items for their in-game avatar or items that can improve their overall gameplay experience.
For adidas’ new Outfit Creator experience, the clothing and accessories maker took a different approach, creating an environment focused almost entirely on the virtual storefront, with all other activities being secondary to the shopping experience.
The adidas Outfit Creator experience drops visitors into a virtual adidas store where they can browse, try-on, and purchase more than 800 different items for their Roblox avatar, ranging from shoes, tracksuits, and backpacks to hats, avatar hair styles, and adidas-themed avatar exoskeletons, among others.
As of this writing, the “basic” items in the experience’s catalog range in price from 15 to 150 Robux, while limited-edition items cost more. According to the experience’s Roblox description, new items will be added to the catalog each week.
In addition to the virtual storefront, the experience has a few hang-out areas for users to visit, a swimming pool, and a photo booth. People can also cause their avatar to animate with a variety of digital “emotes” and effects. The experience’s description says players will soon be able to “[c]omplete challenges and Explore adidas secrets,” which may encourage people to revisit the experience (or simply play for longer) once they’re done browsing the store.
adidas’ products first appeared on Roblox in December 2023, when the company brought virtual pop-up stores to a range of participating experiences, including Ultimate Ragdoll Playground, Noob Train, and Seaboard City, to name a few. For this launch, adidas also partnered with Roblox creator Rush Bogin (also known as Rush X), who created a series of adidas-themed virtual Roblox items that were sold in the pop-up stores alongside virtual versions of real-world products.
adidas’ collaboration with Rush appears to be ongoing, as a digital Leopard Sweater in an “adidas x Rush” collection is currently available in the Outright Creator experience for 300 Robux. The collection also features a Leopard Sweatpant item, which has already sold out.
On LinkedIn, adidas said:
“As we have done with sports, hip-hop, and skate culture throughout history – we will support, build, and celebrate the Gaming community, more to come soon.”
You can try the adidas Outfit Creator experience here.