Dive Brief:

• Vans is building off the success of its initial Roblox activation with the launch of Vans World 2, according to information shared with Marketing Dive.
• Visitors to the digital space have the opportunity to experience the Mixxa, Vans’ new shoe, before it debuts in the real world on July 18. The brand says it is the first shoe to drop on Roblox before it is available in-person.
• The virtual space puts a heavy focus on skateboarding, which plays a central role in Vans’ brand identity. The first Vans World launched in 2021 and reached 100 million visits last year.

Dive Insight:

After finding success with the first iteration of its Vans World activation on Roblox last year, the shoe brand took a more global approach to creating the setting this time around, moving beyond Southern California to locations such as Tokyo and Paris. 

Vans is also testing the waters for virtual launches of real-world products by giving Roblox users a first look at new shoe the Mixxa. Vans World 2 was developed in partnership with developer studio The Gang.

“There are a multitude of brand experiences on the platform, but as we shift toward a new way to deliver brand stories and experiences in a phygital way, we approached The Gang to create a next-generation game that elevates skate in the digital world with touches that represent real world skateboarding progression,” said Drieke Leenknegt, Vans global chief marketing officer, in a statement.

The move reflects how brand marketers more broadly are taking their presence on Roblox to the next level by experimenting with new ways to engage users and bridge the divide between virtual and real worlds. Beauty brand E.l.f. is testing real-world commerce on Roblox using Walmart tech and Ikea is remodeling remote work with paid positions for its Roblox store, in two such examples. 

What hasn’t changed for Vans World is the focus on skateboarding. Players will be able to perform new tricks to both unlock locations and earn points towards avatar customization. A free limited-edition avatar emoticon will be available to celebrate skate tricks.

The activation comes as the Vans brand continues to struggle. In a Q4 earnings call, parent company V.F. Corporation noted that its direct-to-consumer segment was down low-double digits, mostly led by Vans. Continuing to engage young consumers on Roblox, especially through a digital shoe drop, may help to drive the direct-to-consumer pipeline.

Roblox has been a go-to for Vans as it attempts to deepen its connection with younger consumers. Last year, the brand teamed up with Gucci for a scavenger hunt which encouraged consumers to explore both branded spaces.