Kickers reinvents ‘back to school’ campaigns in the metaverse

Kickers head to where kids are socialising – the metaverse – to market their new campaign, with influencers and esports events.

Footwear brand Kickers UK has reinvented traditional ‘back to school’ marketing, with a 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 e-sports 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 has been embedded into fashion-related games Fashion Famous and Shoe Simulator, 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. 

Simon Breckon, Brand Director at Kickers UK, said: “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.”

Andrew Douthwaite, Chief Commercial Officer at Dubit, added: “It has been a pleasure working with Kickers UK on this activation, which demonstrates the potential for and diversity of experiential marketing in the metaverse. 

“There is an increasing focus on brand uplift rather than purely ecommerce which provides infinite possibilities to create immersive experiences that combine gaming, social networking, live streaming; and digital and physical products. In doing so, Kickers UK is treading a path that many others will want to follow.”

The virtual experiential campaign is being amplified by YouTuber Ruby Games, and streamer DfieldMark, through a special Kickers-themed esports event with Dubit’s Metaverse Gaming League. 

During the live stream with influencers, competitive gameplay and 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.