The last company to make a leap into the metaverse: Vans.
The skateboard giant announced a partnership with the Roblox video game at Vans World, an interactive experience where players can skate at various parks while equipped with cool Vans gear.
The center will include stores where players can buy custom pieces for their skateboard, including covers and wheels, as well as clothing such as customizable Vans sneakers.
It will also feature virtual skateparks based on real locations found around the world.
“We kept a lot of Roblox’s aesthetic, but we wanted it to be also representative of some of the things that are important to us globally,” said Julia Patkowski, senior global digital marketing manager at Roblox. Vans, Vans World demonstration.
Some items will be free, including a regular “free item of the day,” but there are offers in stores that can be purchased with Robux, a game currency used in Roblox.
Some Vans World clothing can be worn outside of experience in other Roblox games, with the exception of shoes.
► Warning from Kevin McCarthy: The Republican majority will “not forget” whether companies hand over phone records to the Jan. 6 committee
► Windows 11 will launch on October 5: How to find out when your computer is ready to upgrade
Christina Wootton, vice president of brand associations at Roblox, said Vans ’experience is an ideal fit for the video game platform, as both companies share similar values.
“We bring our communities together to encourage expression and creativity,” he said. “It’s just a very beautiful experience.”
Vans World is another example of companies venturing into metaverse, combining elements of virtual reality and augmented reality to connect other people online. Many technology leaders, including Facebook CEO Mark Zuckerberg, see the metaverse as the eventual successor to the modern Internet.
Both Roblox and the video game Battle Royale Fortnite have been involved with the metaverse in several ways. In July, Roblox announced a partnership with Gucci, where players could equip their avatars with fashion brand material.
Meanwhile, Fortnite has organized several events within its game, most recently the Rift Tour, with a musical performance by pop star Ariana Grande.
Follow Brett Molina on Twitter: @ brettmolina23.