Clarks enters metaverse with Roblox tie up

Clarks has announced it has entered the metaverse, tying up with online gaming platform Roblox to do so.

The partnership involves a unique Roblox stadium designed for fans to connect, access exclusive content, share experiences and compete in mini games.

“The Clarks CICAVERSE will celebrate one of the brand’s most iconic, unisex childrenswear styles and inspire a whole new generation of fans via an immersive gaming experience on Roblox,” the footwear brand announced in a release.

Users will be put through their paces as they compete against friends to achieve scores by “showing off their slickest BMX tricks and breakdance skills, to racing to the Parkour finish line alongside the real-life young athletes, who have used their sporting expertise to help Clarks create the newly designed CICA shoe collection.”

Athletes featured in the game include UK viral breakdance sensation B-Girl Terra (who is soon taking on her ultimate challenge, the 2024 Paris Olympics); UK parkour champion and trainee stuntman Robbie Griffith; and 11-year-old BMX rider, Connor Stitt.

In addition to sports, users will be able to let their imaginations run wild and give their gameplay a boost in the virtual Clarks store. Here, the possibilities are endless. From sneakers super-charged with fire to jumbo jet packs, players can purchase all the accessories needed to make their avatars stand out from the crowd and come out on top to be crowned champion of the CICAVERSE.

“We’re super excited to bring our iconic brand offering to the metaverse as Clarks is passionate about empowering kids to be the best that they can be,” Clarks global chief marketing & digital officer, Tara McRae said.

“Roblox is all about understanding and enhancing the human experience, which is what made this feel like such a natural partnership for us.”

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