Google Play has launched a digital gift card store, enabling Android users in select markets to send brand gift cards instantly via the Play Store. Among the launch partners are Disney, Starbucks and Adidas — the last standing out as the first sporting goods brand to join the platform.
Users in the US, the UK and Mexico can now browse, purchase and send digital gift cards from participating brands through the Google Play Store app. Cards can be personalized and shared via email or message and are instantly redeemable both online and in stores.
As the addition of Adidas shows, sporting goods brands are aligning with tech platforms to strengthen digital retail and customer loyalty. This mirrors Adidas’ broader strategy to drive direct-to-consumer (DTC) sales through connected ecosystems, from Adidas CONFIRMED to Google integrations.
This partnership signals the company’s ongoing digital transformation and its push to meet consumers directly within their mobile ecosystems. As gifting moves into digital channels, Adidas gains a new foothold in Android’s massive global user base – a strategic move ahead of the 2025 holiday season.
