Vans celebrates milestone as it reaches 100M+ visitors to its Roblox activation

Vans World, launched in 2021, recently became the first fashion activation to surpass 100 MILLION Roblox visitors. The brand took a smart approach to engaging its young target audience on the metaverse platform - tapping into consumer desire for customization, actively listening to customer feedback via multiple channels, and keeping the experience fresh via innovative collaborations with brands like Gucci.

Last month, Vans became the first fashion company to reach over 100 million Roblox visitors in its virtual skatepark and skate shop, Vans World.

Vans World is a permanent virtual brand experience launched on the immersive gaming platform Roblox in September of 2021, making Vans one of the earliest adopters. In Vans World, players can skate with friends, compete against each other in interactive challenges and complete tricks (from ollies to kick-flips) to collect points. These points are spent on customizable outfits and skateboards for their avatars within the virtual skate shop.

Full story at The Drum.