World Footwear


Clarks ventures into the metaverse

May 18, 2022 United Kingdom
Clarks ventures into the metaverse
The British label has launched the Cicaverse immersive experience on Roblox to celebrate the children’s unisex sneaker style, Cica, in partnership with the metaverse development studio Melon
The Cicaverse experience takes place in a Roblox stadium designed for fans to connect, access exclusive content, share experiences and compete. Users who visit the Clarks Stadium will receive a virtual pair of the silhouette Cica for an online sports tournament. Participants can also take part in BMX stunts, parkour and breakdancing games, with each activation designed with help from the real-life athletes who aided in the development of the shoe style. Young athletes featured in the game include the UK breakdancer B-Girl Terra, UK parkour champion Robbie Griffith and BMX rider Connor Stitt.

Winners will receive a limited-edition gold Cica X Roblox medallion necklace that celebrates the brand’s heritage. The same necklace will also be made in real life, in a limited number, requiring participation in further online games set to unlock this prize. In addition, users can visit a virtual Clarks store, where they can purchase jumbo jet packs to sneakers with fire to help their avatars stand out.

"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", commented Clarks’ global chief marketing and digital officer, Tara McRae.

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