Footwear company Clarks has taken its first steps into the metaverse with the launch of its virtual experience called Cicaverse. The immersive virtual experience on Roblox was created in collaboration with metaverse development studio, Melon.
The Cicaverse celebrates Clark’s unisex sneaker style, the Cica. In the virtual world, users can visit Clarks Stadium, where they will receive a virtual pair of Cica sneakers for an online sports tournament.
Let the games begin! Introducing the Clarks Cicaverse on @Roblox. Step inside the Clarks Stadium and experience the sports tournament of a lifetime!
Join us in the Cicaverse on #Roblox via the link in bio! The game will open for play at 5pm GMT/12pm EDT. pic.twitter.com/tFhZJgtmOU
— Clarks Shoes (@clarksshoes) May 16, 2022
“We are excited to bring our iconic brand offering to the metaverse, as Clarks is passionate about empowering kids and teens to be the best they can be,” Clarks global head of marketing and digital Tara McRae said in a press release.
“Roblox is about understanding and enhancing people’s shared experiences, which made it seem like such a natural place for us to be present. The Cycloverse is the perfect medium that allows our young people to explore, create, learn and play in a dedicated community space they can call their own,” McRae added.
Users can participate in games such as BMX stunts, parkour and breakdancing. Each game has been designed with the help of real-life athletes who have contributed to the development of the footwear style.
The avatars of three young athletes are featured in the Cicaverse. They are British breakdancer B-Girl Terra, British parkour champion Robbie Griffith and BMX rider Connor Stitt.
B-Girl Terra, the 15-year-old breakdancer who will be competing in the upcoming Paris 2024 Olympics, said, “Roblox is a space where me and my friends love to get together and have fun, so to be able to create and have fun, so to be able to create and see my own avatar in the Cicaverse wearing a shoe that I love and have a hand in designing is a dream come true.”
Winners of the games in the 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 manufactured in real life to be given away worldwide, and more online games will be launched for players to unlock this prize.
Use this clue to complete a secret mission within our Cicaverse Breakdancing Game! Be one of the first 100 to complete all the missions and earn real life merch! Drop some 🤸♀️🏃♂️🚴♀️below if you’ve figured it! #ClarksCICAVERSE
(After the first 100, players receive in game coins) pic.twitter.com/W94HNLPZP2
— Clarks Shoes (@clarksshoes) May 16, 2022
Users will also be able to visit a Clarks virtual store to purchase items such as gold backpacks and winged sneakers to customize their avatars and make them stand out.
Clarks said there are more virtual experiences to be launched over the next year, including exclusive experiences and product drops for the Cicaverse on Roblox.
