Adidas has partnered with AvatarLabs and Dick’s Sporting Goods to create an 8-bit “Snapchat” baseball title that unlocks access to purchase a pair of cleats in-game.
Called “Baseball’s Next Level,” the game is an old-school home run derby game that lets players swing away as some of Adidas’ MLB signed athletes. Playable characters include Aaron Judge (Yankees), Carlos Correa (Astros), Alex Bregman (Astros), Justin Turner (Dodgers) and Kiké Hernandez (Dodgers). According to Engadget, each of the athletes in the game have their own Adizero or Icon V cleats, which can be bought directly from the competition.
The Adidas partnership marks the first time “Snapchat” has sold real-life products inside a game. While the game is not considered a Snap Games title, such as the new “Subway Surfers” game from Sybo, Adidas has previously worked closely with “Snapchat” to create AR-based shopping experiences for its apparel and accessories. The AR experience lets users digitally try on the Adidas Ultraboost shoes directly in the “Snapchat” app.