The Cicaverse is an Immersive Experience from Clarks on Roblox
Laura McQuarrie — May 18, 2022 — Marketing
References: fashionunited.uk
With The Cicaverse, footwear brand Clarks is venturing into the metaverse for the first time by offering an immersive experience on Roblox that focuses on its unisex sneaker style, the Cica. This metaverse is geared towards empowering kids and teens to be their best, all the while offering them a safe space for exploration, creativity, learning and play.
The community space for kids invites users to virtually visit the Clarks Stadium to pick up a virtual pair of the sneakers for an online sports tournament. Kids can take part in a variety of games, from BMX stunts and parkour to breakdancing, and the experience ties in with the real athletes who participated in the development of the Cica shoe.
Young athletes are part of the experience, including B-Girl Terra, the 15-year-old breakdancer who will compete at the 2024 Paris Olympics.
The community space for kids invites users to virtually visit the Clarks Stadium to pick up a virtual pair of the sneakers for an online sports tournament. Kids can take part in a variety of games, from BMX stunts and parkour to breakdancing, and the experience ties in with the real athletes who participated in the development of the Cica shoe.
Young athletes are part of the experience, including B-Girl Terra, the 15-year-old breakdancer who will compete at the 2024 Paris Olympics.
Trend Themes
1. Kid-friendly Metaverse Experiences - Brands can develop immersive and safe metaverse experiences for kids and teens to encourage creativity, learning, and play.
2. Product-focused Metaverse Marketing - Brands can leverage metaverse environments to showcase and market their products in innovative and interactive ways.
3. Real Athlete Partnerships in Metaverse Experiences - Brands can collaborate with real athletes to create engaging and authentic metaverse experiences that resonate with young athletes and sports enthusiasts.
Industry Implications
1. Footwear and Fashion - Footwear and fashion brands can explore the metaverse as a way to reach a younger audience and offer interactive, product-focused experiences.
2. Sports and Fitness - Sports and fitness brands can partner with real athletes to develop metaverse experiences that inspire and motivate young athletes to reach their full potential.
3. Gaming - Gaming companies can expand their offerings by collaborating with brands to create metaverse experiences that appeal to a younger demographic, bridging the gap between gaming and other industries.
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