Adidas is teaming up with Snapchat to launch eight bit-themed baseball cleats through their its 8-bit game, Baseball’s Next Level. This game partnership will mark the first time Snapchat lets users buy a product inside the game.
Adidas has recently been making moves to uniquely digitize its product offerings. Last year the athletic-wear company adopted augmented reality for customers to try on the newest Ultraboost running sneakers via Snapchat. This new partnership is in honor of the MLB playoffs, with each baseball player featured in the game having their own cleat design sold as part of the collection. Adidas has become known for its unique product drops, particularly on social media where it announced recent partnerships with Beyonce and Pharrell, according to a Gartner L2 report on the topic.
Adidas has established itself as a strong player in the activewear industry and the burgeoning athleisure wave. This newer foray into the gaming industry comes on the heels of Adidas’ first partnership with a pro-gamer, highlighting an emerging opportunity.
As the first brand to sell shoes on Snapchat, this could mark the start of a new chapter for Adidas and the activewear industry.