Multinational esports organisation Gen.G has announced a partnership with footwear brand Crocs that includes a Minecraft build competition.
The ‘Build Your Life in Color‘ event will take place from July 6th to 9th and be judged by a panel of influencers. Per a release, the judges will include Avery ‘LittleSiha’, Jerome ‘JeromeASF’ Aceti, Ryan ‘RyGuyRocky’ Damon, Jimmy ‘Solidarity’, Steffen ‘Doc M77’ Mössner, ‘IYMAN’, ‘ACAU’, and ‘Pacckker’.
Crocs will use the partnership to market its new ‘All Family Tie-Dye’ collection to gamers.
Gina Chung Lee, CMO of Gen.G commented: “Working with a brand like Crocs, who routinely makes waves in the fashion and music world, has been a blast. We really challenged ourselves to come up with something cool that celebrates the amazing creativity of the global Minecraft community.”
The competition is open to residents of Canada, China, Europe, Japan, Korea, and the US. Regional winners will be eligible to win prizes including an XBOX Series X, Playstation 5, LG Laptop, Crocs from the All Family Tie-Dye collection, and Jibbitz charms. Finalists in the Minecraft competition will be chosen based on build quality, creativity, and colour.
Participants will be encouraged to design their own custom Jibbitz charms produced by Crocs and six people will win them.
Crocs SVP & Chief Marketing Officer Heidi Cooley added: “The ‘Build Your Life in Color’ competition is another example of how Crocs continues to innovate by creating authentic relationships with brand fans and consumers on the digital stage.
“Just like Crocs, the world of Minecraft is inspired by creativity and self-expression, and we’re excited to collaborate with Gen.G on a program that brings Crocs together with the gaming community.”
This is not the first time that Crocs has participated in esports. Last October, it was a presenting sponsor of an all-women Call of Duty: Warzone event through eRena, ESPN Esports and the Minnesota RØKKR. In December, it became the official footwear provider of the NYSL WarzoneMania event hosted by the New York Subliners.
Esports Insider says: Crocs is the perfect example of a non-endemic brand that you probably wouldn’t associate with esports, but has managed to pull off some pretty big partnerships. The Colorado-based company is cashing in on the fact that its shoes are unisex, so sponsoring men’s and women’s events are equally appropriate for its brand message.