Puma in DressX metaverse team up

Sports brand Puma has partnered with digital fashion retailer DressX for its first game on metaverse platform Roblox

In the DressGo game, players undergo styling challenges using digital wearables to dress their avatars. The collaboration’s first phase includes Puma’s existing Roblox catalogue alongside three new dresses obtainable through mystery boxes.

Ivan Dashkov, Puma’s head of emerging marketing tech, said:  “This collaboration lets us showcase our fashion-forward styles that particularly resonate with female gamers, highlighting the diverse audiences that brands can connect with through gaming.”