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Dive Brief:
Digital wearables company DressX announced its first Roblox game, dubbed DressGo, last week. The company is partnering with Puma to release digital clothing for gameplay for the launch.
In the DressGo game, players undergo styling challenges using digital wearables to dress their avatars. The collaboration’s first phase includes Puma’s existing Roblox catalogue alongside three new dresses obtainable through mystery boxes.
DressGo was also built with Gen Z in mind, DressX said. Puma is set to drop more collections within the game.
Dive Insight:
The game offers mystery boxes players can unlock through randomized drops. Players can wear mystery box items for free within the game, with the option to purchase them using Robux to wear across the Roblox platform.
Ivan Dashkov, Puma’s head of emerging marketing tech, said the partnership with DressX is an opportunity for the athletic brand to deepen its presence on Roblox without having to build a new experience from scratch.
“This collaboration lets us showcase our fashion-forward styles that particularly resonate with female gamers, highlighting the diverse audiences that brands can connect with through gaming,” Dashkov said.
DressX has launched its fair share of digital wearable collections on platforms like Roblox, Snapchat, EA and Meta Avatars. Brands turn to phygital clothing to help bridge the gap between the metaverse and physical world.
As Gen Z and Gen Alpha have frequented the platform, Roblox has emerged as a leader in this category. Brands like Adidas, Mango and Vans have launched virtual collections and stores on Roblox, aiming to grasp the attention of younger audiences.