Adidas targets avatars with shop in Second Life

Adidas is to become one of the first global brands to create a presence in the online virtual reality world Second Life.

Adidas, which merged last year with Reebok, has bought centrally located land on www.secondlife.com, the site that is becoming the latest online phenomenon.

As part of an initial Adidas campaign, devised by Isobar and Rivers Run Red, the brand will build a shop on the site to support the launch of its new, extra-bouncy A3 Microride trainer. Users of Second Life will be able to buy virtual trainers that give their avatar characters extra bounce within the game.

The shoes are likely to cost around 100 Linden dollars (the Second Life currency) - the equivalent of their actual USdollars retail price. In the future, users may be able to buy real-life trainers through the virtual store. Adidas has also created a "bounce floor" where people can try out the extra bounce before they buy.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).