Footwear brand Clarks has entered the metaverse for the very first time, with a unique Roblox stadium designed for fans to connect, access exclusive content, share experiences and compete.
For almost 200 years, Clarks Shoes has been known for its technological innovation and design expertise in footwear. On 16 May, Clarks took its pioneering approach to the next level, entering a brand-new era in the metaverse.
Designed to empower kids to play without limits, the Clarks CICAVERSE celebrates one of the brand’s most iconic, unisex childrenswear styles. The aim is to inspire a whole new generation of fans via an immersive gaming experience on Roblox.
When stepping inside the Clarks Stadium, players can enjoy the sports tournament of a lifetime.
Inside the game, kids will put the CICA through its paces; battling it out with their friends to see who can grab the highest scores. From showing off their 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 featuring 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.
The all-purpose, all-terrain Clarks CICA sneaker is designed by young athletes, for young athletes.
Users can also boost their gameplay in the virtual Clarks store. Here, the possibilities are endless. From sneakers super-charged with fire to jumbo jet packs. Players can purchase accessories to make their avatars stand out from the crowd and come out on top.
Commenting is Clarks Global Chief Marketing & Digital Officer, Tara McRae. “We’re super excited to bring our iconic brand offering to the Metaverse. Clarks is passionate about empowering kids to be the best that they can be. 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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