Adidas has become the first retailer to allow customers to purchase items within a Snapchat game.

To be more precise, players will be able to get their hands on a pair of Adidas baseball cleats. The German sportswear giant partnered with Snapchat to launch an 8-bit game called ‘Baseball’s Next Level’, inspired by old-school videogames and the start of the Major League Baseball playoffs.

The ‘8-BIT’ cleats are available directly from the Snapchat game as well as from the Adidas website and cost 130 dollars.

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Level Up. Tomorrow #teamadidas #Postseason - - - #Baseball #adidasBaseball

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This isn’t the first time Adidas has made its way into the world of gaming. In August, the brand announced a partnership with gaming superstar and livestreamer Ninja. According to Adidas, the partnership marked its commitment to gaming as more brands start to experiment with the platform as a new means of communicating with customers.

In July, luxury french label Louis Vuitton launched a 1980s-themed online video game, called Endless Runner, inspired by Autumn-Winter 2019 menswear collection designed by Virgil Abloh. In the same month, Italian luxury brand Gucci released two of its own 8-bit arcade games playable in its app.

Photo courtesy of Adidas