Kickers UK has launched a back to school campaign that aims to nurture children’s self-expression and creativity using the Roblox metaverse. 

The month-long activation introduces playful branding and cosmetics to popular games on Roblox, the metaverse gaming platform which boasts 54 million daily players. Featuring partnerships with top influencers and a live-streamed eSports event, the first half of the month has been dedicated to a back to school theme before transforming into a summer festival celebration from 25 August. 

Kickers footwear and branding have been embedded into Fashion Famous and Shoe Simulator,  leading fashion-related games which attract millions of plays each month. Kickers footwear merchandise is available to try on in both games, which are part of Dubit’s Metaverse Gaming Network. Players of other games who are interested in footwear and fashion will be given the option to teleport to the Kickers events through Dubit’s portal network.

“Fashion and back-to-school has always been synonymous with Kickers and this year we wanted to take it one step further, said Kickers UK Brand Director, Simon Breckon. “Looking at new ways to engage with our consumers, we wanted to be at the heart of where children in the metaverse were socialising by creating an activity that allowed them to be self-expressive and creative.”

The virtual experiential campaign is being amplified by popular YouTuber Ruby Games, as well as streamer DfieldMark, including through a special Kickers-themed esports event with Dubit’s Metaverse Gaming League. During the live stream with influencers, in competitive gameplay with prizes for participants and spectators that included brand new pairs of Kickers to wear back to school in real life, players styled their Roblox avatars in Fashion Famous and took to a special Kickers catwalk to win a share of 500,000 Robux, worth $5,000 (£4,230).