Starting Tuesday, Roblox’s 46 million daily active users will be able to enter the world of Vans via an interactive, 3D environment that will allow them to perfect their ollie, kickflip off a half-pipe, and design their own pair of Vans silhouettes and skateboards. A partnership between the wildly popular video game platform and the action sports brand, Vans World is the latest marketing marriage between Roblox and a growing number of companies looking to connect with young audiences where they’re spending most of their time.
Over the last several months, Sony Music Entertainment, BMG, Warner Bros., Hasbro, and even Gucci have all joined forces with Roblox. The platform has exploded during the pandemic, as the world’s population of kids and teens have been logging more and more time on screens. The company, which went public in March and has a valuation of $45 billion, saw its daily active users shoot up 85% year-over-year in 2020.
The collaboration with Vans is unique, however, in that Vans World isn’t a one-off marketing stint that will disappear in a matter of days or weeks like the Gucci Garden, where a virtual bag sold for over $4,000 (more than what the IRL version of the bag sells for) before the weeks-long experience ended. And musical performances like the Lil Nas X live virtual concert, which drew over 36 million people, are just that: events.Fast Company