Digital activation presents virtual version of new Vans sneaker
The Gang, a studio specializing in creating bespoke digital activations, has partnered with Vans to integrate the modality into a new immersive experience on Roblox, 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 challenges and skateboarding tricks to earn points and customize their avatars.
In Vans World 2, the brand invites users to perform tricks on global landmarks to unlock access to cities like Paris and Tokyo. Fans and new users can fully immerse themselves in Vans World 2 with access to a free, limited-edition emoticon to celebrate skateboarding tricks.
“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.
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 on July 18. Additionally, the brand is featuring Lizzie Armanto as a pro skateboarder in the game, showcasing her unique style to inspire the next generation.
