US' Crocs & Gen.G partner to launch metaverse experience in Zepeto

For the first time, Crocs digital shoes and apparel will be available for purchase, marking the brand's expansion into virtual economies. The collection features 10 items comprising both shoes and apparel, with the Classic Spray Dye Clog, Crush Clog and Crush Sandal from Crocs' latest summer collection, which recently launched in physical stores, allowing users to style both their 3D avatars and themselves. The collection also includes fashion apparel designed exclusively for the Crocs x Zepeto experience, the two entities said in a joint media release.

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 personalise their avatars with the Crocs Hat.

The Crocs x Zepeto campaign will be supported by various influencers such as GDS, Usona, Jinjalim, lenge, Seori, Yeji, and Damhyang. In addition, users will have the opportunity to test their styling skills by creating outfits and entering the Crocs x Zepeto Come As You Are UGC Challenge to win a grand prize.

"It's so exciting to make our first mark into the Zepeto metaverse with a brand like Crocs; they understand the creativity and individual expression that gamers have," said Gina Chung Lee, CMO of Gen.G.

"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.

Fibre2Fashion News Desk (KD)