Adidas is back in the crypto arena, this time teaming up with XOCIETY, an on-chain shooter RPG powered by the Sui Network (SUI)

The partnership will introduce ALTS by Adidas content directly into the Sui-powered game environment, cementing the sportswear giant's growing stake in the digital asset ecosystem.

Adidas is teaming up with XOCIETY, an on-chain shooter RPG powered by the Sui Network (SUI). The partnership will introduce ALTS by Adidas content directly into the Sui-powered game environment, cementing the sportswear giant’s growing stake in the digital asset ecosystem.

The collaboration will bring together the worlds of fashion, gaming, and Web3 in a unique and engaging way, offering users the opportunity to collect and trade limited-edition ALTS by Adidas apparel and integrate it into their XOCIETY gaming experience.

This partnership marks a natural progression for both brands, as they are both constantly innovating and pushing the boundaries of what's possible. Adidas is a global leader in sportswear and fashion, while XOCIETY is a cutting-edge gaming project that is revolutionizing the way people think about and interact with blockchain technology.

The partnership will also help to raise awareness of both brands and their products in new and untapped markets.

Earlier this year, Adidas announced plans to launch 2,600 NFT "mystery boxes" on May 16, each priced at US$129 and containing tradable in-game skins and tokenised corporate perks.

The boxes will include digital Adidas-branded apparel—tops, bottoms, and sneakers—usable on player avatars in Xociety, a "pop shooter" with RPG mechanics built natively on the Sui blockchain. Items come in rarity tiers ranging from "Uncommon" to "First", with top-tier boxes bundling all eight skin sets.

The move is another foray into digital collectibles and metaverse fashion for Adidas, whose Web3 history stretches back to a 2021 tie-in with Bored Ape Yacht Club. It will also follow drops with Doodles and Stepn.

But unlike previous experiments, the Xociety partnership plants the apparel directly inside a playable environment with resale infrastructure and share-linked incentives.

By contrast, Nike quietly wound down its Web3 subsidiary, RTFKT, at the end of 2024 following a brief period of heavily promoted digital sneaker releases.

Earlier this month, purchasers of RTFKT's flagship Cryptokicks sneakers filed a lawsuit against Nike over allegedly unfulfilled promises in the integration of the sneakers with game assets in the RTFKT game "Metaverse."