US – Tuning into a growing interest in gaming, the skatewear brand has launched an immersive 3D environment within video game Roblox. The skatepark-style space, Vans World, will live indefinitely within the Roblox metaverse, allowing players to continuously interact with Vans – and with their peers – through this virtual environment.
Responding to the creative interests of young people, Vans also allows users to design their own Vans shoes and skateboards for their in-game avatars. ‘We didn’t build this to be there for two weeks,’ says Julia Patkowski, senior manager of global brand digital marketing at Vans. ‘We plan on building and learning from the community and updating it and creating a true, unique experience that evolves with what we hear from the community.’
By occupying space within the Roblox metaverse, Vans sets an example of how brands can creatively connect with audiences in virtual realms.
Fashion and lifestyle brands can draw inspiration from this activation and take up space within similar metaverse platforms. Look beyond fleeting initiatives and instead create adaptive, long-term and interactive virtual environments