Multinational esports organisation Gen.G has teamed up with North American footwear brand Crocs to launch a metaverse experience inspired by the brand’s shoe design.
The activation will take place within the ZEPETO platform. Moreover, the collaboration will include the launch of an exclusive digital fashion range for users to obtain as well as virtual photo and video booths to showcase the new items.
Crocs is no stranger to virtual activations. In recent months, the brand has collaborated with rapper Saweetie to launch a virtual store along with running competitions within Minecraft.
A number of Gen.G’s content creators will support the collaboration by styling their ZEPETO avatars with the collectables. In addition, users can participate in a competition where they can win the platform’s ZEM currency, Crocs shoes and an LG laptop.
This is the first metaverse collaboration for the organisation. In addition, Crocs joins the likes of restaurant chain McDonald’s, electronics manufacturer LG, and gaming peripherals brand ROCCAT as a partner. In total, Gen.G has 13 within its portfolio.
Tim Malone, Vice President of Global Integrated Marketing at Crocs, spoke on the deal: “Our new partnership with ZEPETO and Gen. G is reflective of our commitment to digital innovation and consumer engagement through a digitally-led social-first lens.
“Gen.G shares our vision for delivering immersive experiences that reflect the unique DNA of our brand, which is rooted in authentic self-expression.”