Adidas Debuts Series of Virtual Pop-Ups in Roblox

Adidas has opened pop-up shops offering virtual branded merchandise within seven Roblox experiences and has partnered with Roblox creator Rush Bogin (known by his screen name “Rush X”) to create an assortment of exclusive items available on a first-come, first-served basis. New product drops are scheduled throughout December 2023.

The pop-up shops will be located within these Roblox experiences:

  • Princess Dress Up Obby;
  • Cotton Obby!;
  • Seaboard City;
  • Theme Park Heideland;
  • Noob Train;
  • Dream Island; and
  • Ultimate Ragdoll Playground.

“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,” according to a company statement. “The brand’s venture into the digital realm will also create connections with new audiences, while offering long-standing Adidas fans the chance to collect and style official UGC [user-generated content] on Roblox through new avatar customization options.”

In recent months, Adidas has been dealing with the aftermath of its ill-starred collaboration with Ye, formerly known as Kanye West, after ending its relationship with the celebrity following anti-Semitic remarks.