Less than a week ago, Adidas Kicks dropped an in-game product activation on Fortnite, the third-person battle royale shooter developed by Epic Games.
Available to gamers around the globe or a limited period of time, including avid esports and gaming enthusiasts in the Middle East, the in-game presence permitted gamers the opportunity to customise their virtual avatars with their favourite footwear.
The three stripes remains among the first brands to join this exclusive new addition to Fortnite’s skin system, initially introduced in November 2024. The new Kicks launched last week were promoted on Fortnite with the line, “Get the win with style with the Adidas Kicks, available now in Fortnite”.
The three styles launched by the brand included the Adidas Adizero Aruku, Adidas Campus 00s, and Adidas Samba OG, with more styles to follow. These are based on the real-life versions of Adizero Aruku, Campus 00s and Samba models.
Adidas’ footwear designs were inspired by fan-favourite Fortnite characters and in-game objects with playful features and special packaging ensuring a collectible and uniquely Adidas interpretation of the game.
Additionally, the brand’s footwear designs were inspired by fan-favourite Fortnite characters and in-game objects. Playful features and special packaging ensure a collectible and uniquely Adidas interpretation of the game that is immediately recognisable by players.
A month ago, Fortnite and Adidas partnered for the release of the Ultraboost “Fishstick,” a nod to one of Fortnite’s most recognisable characters. The orange and black iteration offered a simple, yet striking design that captured the quirky essence of Fishstick while staying true to the Ultraboost’s sleek aesthetic.
Marketing within the esports and gaming landscape has grown exponentially with product placements, sponsorships, experiential activations, virtual events and brand experiences in the Middle East region, especially with brands receiving access to consumer data such as viewership habits, platform preferences and demographic changes across KSA and the UAE.
A recent gaming report by MENA-focused full-service gaming and esports agency Power League Gaming (PLG), in partnership with Ipsos, provided such insights drawn from 300 respondents each in the UAE and Saudi Arabia, revealing the habits, preferences and motivations of gamers, and shone a spotlight on how gaming is shaping entertainment culture in the Middle East.
