Clarks is making their debut in the metaverse, hoping to reach young consumers on Roblox.Celebrating their unisex sneaker style, the Cica, Clarks is partneing with metaverse development studio Melon to create a Cicaverse experience in the popular virtual world game. Through the platform, users will be able to visit the Clarks Stadium where they will play various games donning the new sneakers alongside young athletes like breakdancer B-Girl Terra, parkour champion Robbie Griffith, and BMX rider Connor Stitt. Winners of the games will be awarded a gold medallion highlighting the Cica x Roblox collab and of course, users will also be able to visit a digital Clarks pop-up store where they can purchase jet packs that fuel their Cica sneakers with fire. YPulse data shows Roblox is one of Gen Z’s current favorite apps, and our Metaverse report found the majority like it when brands interact with their virtual worlds. (Glossy)
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