adidas x Roblox
eGEN leads adidas’ Roblox strategy for the #1 grossing brand on platform, driving meaningful ROI and seven figure UGC revenue. Along with our native Roblox studio partners, Barrier Four and Turning Tables, eGEN is rewriting how brands integrate into, collaborate with and delight the Roblox community authentically.
Client
adidas
Year
2025
Industry
Fashion / Sports
Services
Marketing Strategy
Roblox Monetisation Strategy
Creative ideation
UGC and IP development
Highest Grossing Brand On Platform
Highest Grossing Brand On Platform
adidas x Roblox
eGEN leads adidas’ Roblox strategy for the #1 grossing brand on platform, driving meaningful ROI and seven figure UGC revenue. Along with our native Roblox studio partners, Barrier Four and Turning Tables, eGEN is rewriting how brands integrate into, collaborate with and delight the Roblox community authentically.
Services
Marketing Strategy
Roblox Monetisation Strategy
Creative ideation
UGC and IP development
Year
2025
Client
adidas
Industry
Fashion/Sports
adidas has:
Fuelled soaring UGC revenue
Driven unparalleled digital item sales and revenue through innovative UGC creation and monetisation strategies.
Reached new audiences
A strategic long term integration with the top styling experience on platform, Catalog Avatar Creator, created a new way to reach fashion-focused Gen Z fans en masse.
Became truly community-first
The first ever brand to let the Roblox community themselves decide the moves in an official branded Animation Pack, creating unmatched excitement and sales.
Highlights
100M+
adidas ITEMS PURCHASED
An in demand lifestyle brand beloved by Gen Z
2M+
COMMUNITY VOTES
For the adidas Community Animation Pack, a first of its kind innovation
14M+
VISITS
to the new adidas Storefront inside Catalog Avatar Creator in just 2 months
Since launching e.l.f. up! less than a year ago, eGen has:
Diversified e.l.f revenue
Created a new non-makeup revenue stream from digital goods and avatar wearables for the first time in e.l.f.’s history.
Grown new loyalty program members
Drove tens of thousands of sign-ups to their loyalty programme from Roblox users, turning players into ‘real world’ members.
Exploded reach to brand new fans
Drove awareness and cemented e.l.f. brand love with a new demographic of highly engaged Gen Z gamers, on and off Roblox.