Kickers reimagine ‘back to school’ in the metaverse

Kickers UK has partnered with Fashion Famous, one of the most popular games on the online gaming platform, Roblox, to create a fun, virtual experience for primary school children centred around its ‘back-to-school’ campaign. Throughout August, players of the high-traffic games Fashion Famous and Shoe Simulator will be able to express their creativity by creating Kickers-inspired ‘back-to-school’ and ‘summer festival’ outfits. 

Kickers has created its own Fashion Famous store where players can select from a range of Kickers’ footwear – including its new vegan back-to-school range – and clothing and fashion accessories to create fun outfits. They can then compete in a Kickers-themed catwalk show against their friends.  

Players will also be able to access the Kickers x Fashion Famous partnership through portals in different games, like Shoe Simulator, which allows players to step directly into the Fashion Famous lobby.  

Roblox now attracts 54 million daily players and is one of the top platforms for children aged 5 to 11 in the UK. The Kickers UK campaign will feature partnerships with top influencers, including popular YouTuber Ruby Games and streamer DfieldMark. 

Announcing the campaign, Simon Breckon, brand director at Kickers UK, said: “Fashion Forward and back-to-school have always been synonymous with Kickers and this year we wanted to take it one step further. Looking at new ways to engage with our consumers, we wanted to be at the heart of where children in the metaverse were socialising by creating an activity that allowed them to be self-expressive and creative.”

As a children’s footwear brand, Kickers is committed to safeguarding children and, in partnership with Fashion Famous, has created additional safety guidelines for parents found on its website and Kickers Kids Instagram

 Click here to explore Kickers’ first steps into the metaverse.