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Footwear brand Clarks enters the metaverse with Roblox

The Clarks footwear brand has entered a brand new era in the metaverse.

The Clarks CICAVERSE – created by metaverse development studio MELON – will celebrate one of the brand’s most iconic, unisex styles and inspire a whole new generation of fans via an immersive experience on Roblox.

The all purpose, all terrain trainer has been designed by young athletes, for young athletes.

The Clarks Stadium immersive experience will give fans the chance to put CICA through its paces, battling with friends to see who can grab the highest scores – from showing off their slickest BMX tricks and breakdance skills, to racing to the Parkour finish line with a little help from real-life young athletes, who have used their sporting expertise to help Clarks create the newly designed CICA shoe collection.

Athletes featured 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 US 11 year old BMX rider, Connor Stitt.

In addition to sports, users will also be able to get a performance boost in the virtual Clarks store.

“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,” commented Tara McRae, global chief marketing and digital officer at Clarks. “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 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.”

To reward the first winners, Clarks has brought to life a limited edition gold CICA X Roblox medallion necklace that visitors can earn in the experience.

To honour the British brand’s 197-year heritage, the same number of necklaces have been produced, made in Clarks’ original home of Somerset. They will be gifted worldwide. Virtually, players will have the opportunity to complete challenges to unlock the exclusive prize, too.

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