// Clarks has made its first entrance into the metaverse
// The Cicaverse experience celebrates the retailer’s unisex sneaker style, the Cica
Clarks has entered the metaverse platform, Roblox, to offer an immersive experience.
Created in partnership with metaverse development studio Melon, the Cicaverse experience celebrates the retailer’s unisex sneaker style, the Cica.
“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,” Clarks global chief marketing and digital officer, Tara McRae said.
“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 a 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.”
Through the platform, users can visit the Clarks Stadium, where they receive a virtual pair of the popular silhouette for an online sports tournament. Participants can take part in games, such as BMX stunts, parkour and breakdancing, with each activation designed with help from the real-life athletes who aided in the development of the shoe style.
Young athletes featured in the game include UK breakdancer B-Girl Terra, UK parkour champion Robbie Griffith and BMX rider Connor Stitt.
Winners of the games will receive a limited-edition gold Cica X Roblox medallion necklace that celebrates the brand’s heritage.
Users will also be able to visit a virtual Clarks store, where they can purchase jumbo jet packs to sneakers with fire, all with the goal of helping their avatars stand out.
Clarks said there are more virtual experiences set to drop over the next year, including exclusive experiences and product drops for the Roblox universe.