Epic Games’ Fortnite announced an official collaboration with Adidas.

This partnership introduces a new line of branded virtual sneakers and apparel into the game, allowing players to express their individuality in and out of the digital arena.

According to Under the Laces, the Adidas in-game collection features an array of customizable options. 

The centerpiece of this collaboration is the “Three Stripe Squad Bundle,” inspired by the in-game character “Ruby.” 

This bundle offers players customization options, including five unique human heads and five creature heads exclusive to the Adidas collaboration.

Beyond character customization, the partnership extends to in-game accessories. Players can now unlock the ‘Sole Slasher Pickaxe’ and ‘Adid-a-lotl Back Bling’ across various game modes.

Additionally, the collaboration integrates with Fortnite’s Lego mode, where players can explore different color zones and combinations.

This Adidas partnership is not Fortnite’s first foray into brand collaborations. The game has previously partnered with Nike and Jordan Brand, introducing character skins and in-game additions. 

Notable collaborations include a LeBron James character skin and partnerships with WWE stars John Cena, Becky Lynch, and Bianca Belair. Fortnite has also featured crossovers with the Dragon Ball franchise and other anime series.

Most recently, Nike celebrated Air Max Day within Fortnite, featuring themes inspired by the Air Max DN and Air Max 95 sneaker models. The game has also seen collaborations with other fashion brands, such as Crocs and Balenciaga, further diversifying its virtual offerings.

The Adidas collaboration raises questions about the future of Fortnite’s partnership with Nike, given the brands’ rivalry in the real world. Since the Adidas release, there have been no new Nike-related drops in the game.

In December 2023, Adidas launched its brand on Roblox, a global, immersive platform for communication and connection. 

The experience started with pop-up stores carrying officially licensed digital clothing and bespoke outfits for the platform (UGC).