New partnership promises to elevate the digital skateboarding experience with unprecedented challenges.
Development studio The Gang, which specializes in creating bespoke digital activations, has entered into a new partnership with Vansthe leading skateboarding footwear and apparel brand, to integrate the sport into a new immersive experience in Robloxo ‘Vans World 2’.
Building on the success of Vans World, which reached 100 million views on Roblox last year, Vans World 2 offers players new skateboarding challenges and tricks to earn points and customize their avatars. With a focus on the sport, Vans World 2 continues Vans’ dedication to exploring new ways to experience skateboarding.
“As one of the longest-running brand experiences on Roblox, Vans World has seen explosive growth since its launch in 2021. There are multiple brand experiences on the platform, but as we pivot to a new way of telling stories and delivering brand experiences across both physical and digital platforms, we asked The Gang to create a next-generation game that elevates skateboarding in the digital world with touches that represent the progression of skateboarding in the real world,” said Drieke Leenknegt, Global CMO at Vans.
In Vans World 2, Vans goes beyond its SoCal heritage and invites riders to perform tricks on iconic global landmarks to unlock access to cities like Paris and Tokyo. The Gang’s innovative visuals and soundscape elevate the experience. Fans and new riders can fully immerse themselves in ‘Vans World 2’ with access to a free, limited-edition emote celebrating skateboarding tricks.
“It was fantastic to partner with Vans again to explore the capabilities of their hugely popular Vans World, our most successful activation yet. Vans is a powerful example of how digital activations like ‘Vans World 2’ can help brands continue to engage, excite and entertain their audiences in fun and creative ways, including the first-ever launch of the Mixxa model on Roblox,” added Max Proctor, Managing Director of The Gang.
Users have early access to a virtual version of Vans’ new Mixxa sneaker before it launches in the real world. The Vans Mixxa is the first sneaker to launch virtually on Roblox before it hits the physical world next Thursday (18). Additionally, Lizzie Armanto is featured as a professional skateboarder in the game, showcasing her unique style to inspire the next generation.
*Cover photo: Disclosure/Vans
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