Brawl Stars and Adidas launch first clothing and footwear collection

Supercell and Adidas have released the first Brawl Stars apparel and footwear collection, moving the mobile game's characters beyond the screen and into mainstream retail. The initial range includes colourful shoes, T-shirts and hoodies sold online and through selected stores. Most of the products are aimed at younger consumers, reflecting Brawl Stars' bright visual identity and large youth audience.

A second collection is already planned for 2027, suggesting both companies see the partnership as more than a limited promotional experiment. For Supercell, merchandise helps strengthen Brawl Stars as an entertainment brand rather than simply a successful live-service game. For Adidas, the collaboration provides access to a highly engaged gaming community and a set of characters that translate easily into bold graphic designs.

The move also reflects the wider normalisation of gaming fashion, with licensed clothing increasingly sold alongside sports, music and film collaborations rather than treated as niche merchandise. The first range's performance will indicate whether there is meaningful demand beyond dedicated players and parents buying for children. Although the collection does not change the game itself, it expands Brawl Stars' cultural presence and may support future crossovers, events and physical products tied to the franchise.