The athletics retailer sees the DressGo game as a way to showcase its styles in a way that resonates with female gamers.

Robux is the in-game currency that is core to Roblox. Users can purchase various items, accessories, avatar upgrades and developer products and can even access games within the platform’s ecosystem.

The company introduced the Game Fund, a Roblox-flavored version of a creator fund, last summer and it initially launched with $25 million earmarked for up-and-coming games.