- The Cicaverse on Roblox was created in partnership with metaverse development studio, Melon.
- The virtual experience celebrates Clark’s unisex sneaker style, the Cica.
- Users will receive a virtual pair of Cica sneakers through Roblox.
Footwear company, Clarks, has taken its first steps into the metaverse with the launch of its virtual experience called the Cicaverse. The immersive virtual experience on Roblox was created in partnership with metaverse development studio, Melon.
The Cicaverse celebrates Clark’s unisex sneaker style, the Cica. In the virtual world, users can visit the Clarks Stadium, where they will receive a virtual pair of Cica sneakers for an online sports tournament.
“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,” said Clarks’ global chief marketing and digital officer, Tara McRae, in a press release.
“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,” McRae added.
Users can participate in games such as BMX stunts, parkour and breakdancing. Each game was designed with the help of real-life athletes who contributed to the development of the shoe style.
The avatars of three young athletes are featured in the Cicaverse. They are UK breakdancer B-Girl Terra, UK parkour champion Robbie Griffith and BMX rider Connor Stitt.
B-Girl Terra, the 15-year-old breakdancer who is set to compete at the upcoming 2024 Paris Olympics, said: “Roblox is a space me and my friends love to meet and have fun in, so to be able to create and have fun in, so to be able to create and see my own avatar in the Cicaverse wearing a sneaker that I love and had a hand in designing is just a dream come true.”
Winners of the games on Cicaverse will receive a limited-edition gold Cica X Roblox medallion necklace that pays homage to the brand’s heritage. A limited number of the same necklace will be made in real life to be gifted worldwide, with more online games to be released so players can unlock this prize.
Users will also be able to visit a virtual Clarks store to purchase items including all-gold jet packs and sneakers with wings to customise their avatars and make them stand out.
Clarks said there are more virtual experiences set to drop over the next year, including exclusive experiences and product drops for the Cicaverse on Roblox
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