Clarks teams with Roblox as it steps into metaverse for first time

British shoe brand Clarks has partnered with Roblox on the release of CICAVERSE, a sports tournament style experience created by MELON.

When stepping inside the Clarks Stadium, fans can put the Clarks CICA shoe through its paces as they battle it out with their 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 the real life young athletes who have helped Clarks create the newly designed CICA collection.

Athletes featured in the game include UK viral breakdance sensation B-Girl Terra, UK parkour champion and trainee stuntman Robbie Griffith; and US 11-year-old BMX rider, Connor Stitt.

In addition to sports, users will be able to visit a virtual Clarks store where they can purchase all the accessories needed to make their avatars stand out from the crowd and be crowned champion of the CICAVERSE. 

Clarks Global Chief Marketing & Digital Officer, Tara McRae, says: “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.”

“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.”

MELON President, Josh Neuman, says: “We are honoured to introduce Clarks – an iconic brand that has influenced pop culture for decades – to a new generation with a visually captivating experience that blends fashion and sports lifestyle into one exciting space on Roblox.”