Quick take:
- The Crocs x Zepeto experience will also feature fashion collections and a virtual photo booth.
- Crocs digital wearables will be available for purchase in the metaverse experience.
- The Crocs x Zepeto experience will happen in two phases.
Crocs and esports organisation Gen.G today announced the launch of Crocs x Zepeto, a new collaboration with the Korean metaverse app. The Crocs x Zepeto metaverse experience will feature virtual shoes and fashion collections as well as virtual photo and video booth installation.
For the first time, Crocs is also launching digital wearables, which will be available for purchase, marking the brand’s expansion into virtual economies to reach younger audiences.
The digital wearable collection features 10 items comprising both shoes and apparel from Crocs’ latest summer collection, which recently launched in physical stores, allowing users to style both their 3D avatars and themselves. It includes fashion apparel designed exclusively for the Crocs x Zepeto experience.
The Crocs x Zepeto experience will happen in two phases. Phase One will feature a video booth and eight virtual Crocs items, including a Classic Spray Dye Clog, Classic Crush Clog, Classic Crush Sandal, Classic Platform Clog, Classic Slide and two Crocs fashion apparel sets. Phase Two will launch in October and invite users to engage through a photo booth in their new Crocs gear and personalize their avatars with the Crocs Hat.
Various Korean influencers such as GDS, Usona, Jinjalim, lenge, Seori, Yeji, and Damhyang will also show off their styling skills in the UGC photobooth by creating their own ZEPETO avatars.
Additionally, users will be able to put their styling skills to the test by creating outfits and entering the Crocs x Zepeto Come As You Are UGC Challenge to win a grand prize comprised of an LG gram Laptop, Crocs shoes and Jibbitz Packs, as well as 100 ZEMs to use inside Zepeto.
“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,” said Tim Malone, Crocs VP Global Integrated Marketing.
The footwear brand hinted at metaverse plans with an NFT and digital asset trademark application in January. Crocs x Zepeto builds on the brand’s recent launches within immersive and augmented reality, gaming, and digital product spaces, including the highly successful “Build Your Life in Color” competition on Minecraft, Crocs partnership with Bitmoji, as well as Saweetie X Crocs virtual store.
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