This article on Adidas on Roblox is part of our Vogue Business membership package. To enjoy unlimited access to our weekly Technology Edit, which contains Member-only reporting and analysis and our NFT Tracker, sign up for membership here.
Twenty-six-year-old Simon Burgess has been playing Roblox since he was 12. After an internship at the virtual world platform in 2018, he began developing Roblox games through the studio he co-founded, Abracadabra, while amassing a collection of high-value Roblox items. He owns at least 2,000 digital Gucci pieces, including 400 of the highly coveted Dionysus bag. His most prized piece is a rare ‘Dominus’ hood, made in the early days of Roblox and now valued at around $400,000. “It’s like the Birkin bag of the Roblox world,” he says.