Adidas has officially stepped into the next era of gaming by partnering with XOCIETY, a fast-growing shooter-RPG powered by the Sui blockchain, bringing fashion, identity, and on-chain gaming under one roof.
Announced on May 6, the collaboration will feature ALTS by Adidas — the company’s signature avatar NFT collection — as part of XOCIETY’s immersive gaming experience. Launched in March 2023, ALTS includes over 20,000 unique avatars and represents Adidas’ long-term strategy to fuse streetwear culture with Web3 technology.
Though the full scope of the integration is still undisclosed, XOCIETY confirmed that its proprietary XCS (XOCIETY Character System) will be instrumental in activating the partnership, pointing toward deeper avatar personalization, role-based traits, and performance-linked progression.
“Adidas and XOCIETY both believe in digital identity as the core of Web3 gaming. This partnership is a step toward building truly player-owned, culture-rich virtual worlds,” the developers stated.
The partnership announcement caught the attention of the broader blockchain community. Sui, the Layer 1 blockchain powering XOCIETY, described it not just as a partnership but as a “statement” on the current state of Web3 gaming.
“Web3 gaming isn’t coming. It’s here — and it’s dripping in culture, identity, and onchain permanence,” Sui posted on X.
XOCIETY’s gameplay fuses PvP and PvE mechanics with NFT ownership, allowing players to trade, upgrade, and showcase in-game assets as blockchain-native items. This utility extends to ALTS avatars, which may soon serve as cross-platform identities inside the Sui gaming ecosystem.
Sui’s momentum continues to build — reaching over $2 billion in total value locked (TVL) in January 2025 — supported by increasing user adoption and integrations with leading crypto protocols like Babylon Labs and Lombard Protocol, enabling Bitcoin bridging and DeFi access.
As blockchain games continue to prioritize interoperability, identity, and utility, the Adidas–XOCIETY collaboration sets a new bar for how major brands can contribute to the evolution of digital ownership.
With Web3 gaming maturing, partnerships like this aren’t just experiments — they’re the early blueprints of digital culture at scale.
