Adidas has entered another metaverse, Roblox, adding “licensed digital clothing and bespoke outfits” (UGC) to its marketplace. The brand struck a similar deal with The Sandbox exactly two years ago and is still listed as a partner on that metaverse’s YouTube page.
Adidas has, in addition, commissioned a creator on Roblox, Rush Bogin (Rush X), to design an exclusive limited edition of UGC. Weekly releases in December will follow the initial release. The first 10,000 packs will be available free of charge to the first takers. Subsequent items will range in price, in the metaverse’s native token, from 85 to 500 Robux.
Robux are sold in bundles on a sliding scale. 400 Robux sell for $4.99, 800 for $9.99, 1,700 for $19.99. Users can otherwise choose to subscribe and receive 450, 1,000 or 2,200 Robux per month. Roblox appears to be planning the sale of bigger bundles – for 4,500, 10,000 and 22,500 Robux – sometime in the future.
Adidas is selling its UGC through virtual pop-up stores located in the Roblox’s virtual lands. The first of these are Princess Dress Up Obby, Cotton Obby!, Seaboard City, Theme Park HeideLand, Noob Train, Dream Island and Ultimate Ragdoll Playground.
Like its deal with The Sandbox, Adidas’ first sale of NFTs – under the name “Into the Metaverse (ITM)” – dates to December 2021. It generated about €23 million.
