Adidas Talks Virtual Fashion, New Gaming Business Unit, and Its $20,000 Roblox Virtual Necklace

The metaverse may be yesterday’s news to the media, but its incarnations live on and even thrive. Just don’t use the ‘m’ word. Instead, call it gaming or virtual fashion, like Adidas’ latest collaboration on Roblox, which includes a digital necklace that recently sold for around $20,000.

The athletic apparel and sneaker giant partnered with @WhoseTrade, a 25-year-old Roblox creator from Cleveland named Jonathan Courtney, in a UGC (or user-generated content) partnership. The deal, which saw several items drop in May, culminated in the virtual chain plus a customized physical product, which sold almost immediately for 2 million Robux.