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.