adidas focuses on immersive experiences as it goes live with 2024/25 Manchester United home kit on Roblox

Players of the immersive experience platform Roblox are now able to style their avatars in Manchester United’s 2024/25 home kit by adidas.

Shirts, shorts, and socks for the new strip, released yesterday, will be available to dress up avatars - thanks to a new United shop within the adidas Outfit Creator experience on Roblox.

As well as the new home kit, featuring new front of shirt sponsor Snapdragon and sleeve partner DXC, people can grab a series of other adidas and Manchester United apparel as avatar items on Roblox.

This includes the 2024/25 anthem jacket, which players pull on before standing shoulder to shoulder in the line-up, and the pre-match shirt, which players wear during the warm-up.

Fans can also take United’s mascot Fred the Red and place him on their avatar’s shoulder.

Ronan Joyce, Director of Digital Innovation at Manchester United, says: “We’re collaborating closely with adidas to ensure a best-in-class experience for United fans.”

“We will be releasing multiple products over the coming months, replicating our real-world products with adidas. All designed to help United fans show the world what they’re made of.”

Walmart, e.l.f. beauty and Roblox

Walmart is helping to expand real-world commerce on Roblox through a partnership with e.l.f. beauty’s e.l.f. UP! experience on the platform.

Users (13+ in the US) can now visit e.l.f. UP! and purchase three cruelty free products from Walmart.com directly on Roblox.

And similar to real-world commerce in Walmart Discovered, the purchase of a real-world item in e.l.f. UP! includes a virtual twin created by a Roblox creator, with the aim of making the experience more native to the platform.

“e.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community,” says Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.

“Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms. We are teaching the Roblox community - and communities in digital spaces everywhere - about social commerce with purpose. Our community deeply values our superpower of cruelty free products.”

“Through the e.l.f. UP! Pet Adoption Center, we’ve learned how essential this superpower is, shaping our approach in this space.”

“e.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” says Stephanie Latham, VP of Global Brand Partnerships, Roblox.

“We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D and social.”

“Our vision is to ultimately enable brands and creators to turn their incredible brand affinity and user engagement on the platform into a seamless shopping experience for their new and existing audiences.”

“The shoppable future of Roblox means that brands can immerse communities into their stories - and enable customers to complete their journey with a purchase while socialising with their friends.”