Manchester United and adidas Take Fan Engagement to the Next Level with Roblox Collaboration
When I saw Manchester United partner with DXC Technology and Tezos, I knew immersive entertainment and digital assets was on the club's horizon, and this confirms it.
The way we engage with sports, fashion, and digital platforms is changing, and adidas is leading the charge.
The new Manchester United 2024/25 home kit is now available on Roblox, which is a huge step into the world of immersive experiences.
Fans can dress their avatars in the latest Manchester United gear through the United shop in the Roblox metaverse.
Virtual fashion is only part of it.
It's a way to connect with younger audiences and explore new ways to generate revenue.
How we perceive and interact with digital assets is changing.
People want to express themselves through their digital identity in virtual worlds, mirroring how their outfit reflects their physical identity.
The kit features the new Snapdragon front sponsor and DXC Technology sleeve partner, highlighting a trend where brands are increasingly becoming part of digital environments.
This phygital collaboration isn't just for show.
It opens up new opportunities for cross-promotions, in-game events, and even limited edition items that link virtual and real-world purchases.
I've had multiple conversations with football-related entities who are looking beyond just selling virtual gear.
One of the most popular concepts is immersive fan zones where fans can chat about games and join virtual events, creating a deeper community experience.
As more virtual products roll out, we're seeing a potential shift in how sports merchandise is marketed.
Have you thought about how this could impact physical merchandise sales?
Or how consumer behaviour is evolving with these digital trends?
United's partnership line-up includes Snapdragon (AI & Mixed Reality), Tezos (Web3 & Digital Assets), and DXC Technology (Immersive Technology and Metaverse).
adidas and Manchester United are adapting to the digital age, setting the stage for others to follow.
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