Quick take:
- Degree, one o Unilever’s top brands, is creating an all-inclusive marathon in the metaverse.
- The deodorant brand has collaborated with metaverse platform Decentraland to create the immersive 3D race.
- Participants will be able to select various avatars, including racing wheelchairs, prosthetics and blades.
Degree, a Unilever deodorant brand also known as Sure in the UK has collaborated with Decentraland to launch an all-inclusive marathon event in the metaverse. The brand is creating one race for all, that will allow participants to wear different avatars, including racing wheelchairs, prosthetics and blades.
Degree claimed the project was inspired by recent research by Mintel that found metaverse worlds are marginalising certain communities like those with disabilities. According to the survey, 60% of the respondents said current metaverse worlds lacked inclusivity while 61% felt the 3D immersive world could have a positive impact on disabled people.
The metaverse is a 3D virtual space where people can interact with each other by participating in experiential events such as play-to-earn gaming, virtual concerts and sporting competitions.
Commenting on Unilever’s latest initiative, Kath Swallow, global brand vice-president, Degree said: “The reality is, the virtual world which is still being created lacks representation and inclusivity. By focusing our efforts here, we can make a bigger, more impactful change faster.”
Swallow described the Metathon as a movement launched by Degree to champion inclusivity.
“This is genuinely the beginning; there has to be a commitment long-term, to really keep that systemic change happening,” she said.
The event is a 26.2 mile, approximately 42 kilometre distance, which is equivalent to the Olympic distance for full marathon competitions. It will take place in the Vegas City Sports Quarter, the largest district in Decentraland on April 26.
Participants will be allowed to create avatars representing their identities, as well as, choose from a new avatar library that includes racing wheelchairs, prosthetics and blades.
The Metathon event is created by Abbott Mead Vickers BBDO in partnership with Decentraland and will allow participants to run alongside Paralympic athlete Blake Leeper, Grammy Award-winning rapper Fat Joe, para-snowboarder Amy Purdy, as well as, pro-footballer Hector Herrera, among others.
Jack Smedley, creative director at AMV BBDO said the Metathon is created primarily to raise awareness about inclusivity and representation in the metaverse.
“Secondly, it’s a chance to try to work with Decentraland to effect lasting change. Decentraland has been super open to talking to us to, learning and getting as much information as it can from the inclusivity consultants that we’re working with,” he added.
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