Feenix Group partnered with Sport Lisboa Benfica, as the first Portuguese football club to launch its 2024/25 home jersey on Roblox. A blend between traditional sports and immersive digital platforms, reaching new audiences and fandom through a Roblox experience. All social visuals were styled to align with Benfica’s established brand colors, typefaces, and tone ensuring consistency across every touchpoint.
The Solution
An exclusive launch of the Official Home Kit that fits naturally on Roblox avatar bodies, ensuring a seamless and stylish appearance for players. Whether worn in casual social hubs or competitive gameplay experiences, the jersey feels premium, collectible, and unmistakably Benfica.
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Instant Sold Out
All limited items claimed in the first hour
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1,000 claims
The high demand for exclusive digital wearables led to a thousand items being claimed within just 60 minutes
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360 approach
Full support including bespoken graphics, social teasers, PR push and community buzz
Conclusion
The Benfica x Feenix Roblox jersey drop sparked a sell out response, with all 1,000 limited items claimed in under an hour. Proved virtual item’s power to drive global sports-fan interaction in virtual spaces. Well-timed and well-executed GTM strategy, solid creative, and the power of real-time social coordination across platforms are the key aspects. The rapid sell out highlighted not only the demand for exclusive digital wearables, but also the strength of fan engagement in the Roblox community.
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