Toca Boca and adidas Partner to Combat Tween Sports Dropout

The collaboration integrates branded sportswear and athletic environments directly into Toca Boca World, a digital playground boasting nearly 60 million monthly users. Players can access a new outdoor location featuring basketball courts, football pitches, and volleyball areas, encouraging movement that mirrors real-world activity. The digital wardrobe includes iconic adidas Originals collections like Firebird and Superstar, allowing users to experiment with style while exploring athletic narratives.

Beyond aesthetics, the update introduces functional items such as yoga mats and period-proof sportswear. These additions aim to normalize conversations around comfort and physical development during adolescence. Mathilda Engman, co-general manager at Toca Boca, noted that the project seeks to extend the studio’s rule-free creative environment into the realm of physical movement. Thomas Wehner, global head of adidas Gaming, added that the partnership leverages digital storytelling to foster long-term participation in sports, ensuring that the influence of the three-stripe brand persists even after the screen is turned off.