DressX debuts fashion-forward Roblox game with Puma

Global – Digital fashion platform DressX is expanding its creative universe with DressGo, its first game on Roblox. 

Launching in partnership with Puma, the experience invites players to style avatars, complete challenges and collect wearable items through mystery boxes – all while building personal wardrobes that reflect mood, identity and aesthetic.

Puma’s collection features both existing and new digital garments, categorised by rarity from ‘Base’ to ‘Couture’. The collaboration enables Puma to reach Roblox’s vast and fashion-savvy female player base.

In our Digital Doppelgängers and Authentic Avatars reports, we analysed how digital personas are increasingly used to reflect real-world identity. For Gen Z and Gen Alpha, identity is no longer just about what they see in the mirror – it’s on screen too. Brands must consider how they accessorise and empower consumers’ avatars, not just their physical selves.