Clarks enters the metaverse for first time

By

Sandra Halliday

Published
May 16, 2022

UK footwear brand Clarks announced on Monday that its taking its “pioneering approach to the next level” as it enters “a brand-new era in the metaverse”.

Built around its key kids’ Cica sneaker, the new Cicaverse initiative will “celebrate one of the brand’s most iconic, unisex childrenswear styles and inspire a whole new generation of fans via an immersive gaming experience on Roblox”.

Going live at 17:00 BST, it’s the debut move for the label in the metaverse with its unique Roblox stadium designed for fans to connect, access exclusive content, share experiences and compete.

The label — which is almost 200 years old — has always trodden a fine line between traditional and innovation and this is one of its boldest moves yet. 

So what will the Cicaverse offer? The company said the Clarks Cicaverse is “designed to empower kids to play without limits”.

When players step inside the Clarks Stadium, they can “get set for the sports tournament of a lifetime”. They’ll be able to “battle it out with their friends to see who can grab the highest scores – from showing off their slickest BMX tricks and breakdance skills, to racing to the Parkour finish line alongside the real-life young athletes, who have used their sporting expertise to help Clarks create the newly designed Cica shoe collection”.

The development features athletes such as UK viral breakdancer B-Girl Terra; UK parkour champion and trainee stuntman Robbie Griffith; and 11-year-old BMX rider Connor Stitt.

There will, of course be a virtual Clarks store featuring items from “sneakers super-charged with fire to jumbo jet packs”, and players can buy all the accessories needed for their avatars.