Clarks ventures into metaverse through Roblox

UK footwear brand Clarks has made its metaverse debut with the launch of an immersive experience through metaverse platform Roblox.

Created in partnership with metaverse development studio Melon, the Cicaverse experience celebrates the retailer’s "brand-new era in the metaverse" and its unisex trainer style, the Cica.

Launching at 17:00 BST, the label's venture into the metaverse is located in a unique Roblox stadium designed for fans to connect, access exclusive content, share experiences and compete.

Through the platform, users can visit the Clarks Stadium, where they receive a virtual pair of the popular silhouette for an online sports tournament. Participants can also take part in games, including BMX stunts, parkour and breakdancing, with each activation designed with help from the real-life athletes who aided in the development of the shoe style.

Winners of the games will receive a limited-edition gold Cica X Roblox medallion necklace that celebrates the brand’s heritage. The necklace will also be made in real life to be won, with further online games set to unlock this prize too.

Roblox users can also visit a virtual Clarks store, where they can purchase jumbo jet packs to trainers with fire, all with the goal of helping their avatars stand out. The young athletes featured in the game include UK breakdancer B-Girl Terra, UK parkour champion Robbie Griffith and BMX rider Connor Stitt.

Clarks added that more virtual experiences are set to drop over the next year, including exclusive experiences and product drops for the Roblox universe.

Tara McRae, Clarks’ Global Chief Marketing and Digital Officer, said in a release."We’re super excited to bring our iconic brand offering to the metaverse as Clarks is passionate about empowering kids and teens to be the best that they can be.

"Roblox is all about understanding and enhancing people’s shared experiences, which is what made this feel like such a natural place for us to have a presence in. The Cicaverse is the perfect way that allows our early learners to explore, create, to learn and to play in a dedicated community space that they can call their own."