‘Fortnite’ and Adidas Launch a New Partnership With Customizable Sneakers and Apparel In-Game
“Fortnite” and Adidas have launched a new partnership to bring branded sneakers and apparel inside the battle royale video game.
Adidas’ in-game collection, which became available Tuesday, is fully customizable with multiple color combinations, form and “bling” available to choose from. A purchasble Three Stripe Squad Bundle based on the game’s “Ruby” outfit allows players to customize the base character by choosing from five human and five creature heads unique to Adidas. Three color zones and two logo options provide the opportunity for personalization, and Adidas’ characters will also be available in Lego styles.
A Sole Slasher Pickaxe and Adid-a-lotl Back Bling from Adidas can also be unlocked.
Adidas’ entry into “Fortnite” comes after years of Nike and Jordan Brand being involved in the game. Air Jordan 1s were launched in the game’s shop in 2009, and LeBron James was even made available to purchase as a character wearing his signature sneaker in 2001. Nike’s last drop in-game was centered upon Air Max Day earlier this year and included an explorable island, skins and sneakers including the Air Max Dn and Air Max 95.
It’s not yet clear if Adidas’ presence in “Fortnite” precludes Nike from continuing to appear in the game. A number of other brands have also partnered with “Fortnite,” including Crocs late last year and a Balanciaga collaboration that bled into real-life in 2021.
The Three Stripes Squad Bundle and matching accessories are available in the “Fortnite” shop now through July 29.
About the Author:
Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.