Vans & Roblox open a virtual skate paradise with the launch of Vans World 2

Developed in collaboration with The Gang, known for crafting immersive digital engagements, Vans World 2 builds upon the success of its predecessor by introducing new tricks and environments, allowing players to earn points for customizing their avatars.

Following the monumental achievement of the first Vans World, which garnered 100m visits on Roblox last year, Vans World 2 expands the skateboarding experience beyond its Southern California roots. Players can now showcase their skills against iconic global landmarks, unlocking virtual access to cities like Paris and Tokyo. The game’s cutting-edge visuals and soundscapes, curated by The Gang, aim to enhance immersion and excitement.

Adding to the excitement, players are granted early access to Vans’ latest footwear innovation, ‘the Mixxa,’ which will hit stores later this month. This marks the first time a shoe has launched virtually on Roblox prior to its physical release.

Additionally, the game introduces Lizzie Armanto, a prominent female pro skater, highlighting her distinctive style to inspire players of all ages.

“As one of the longest-running brand experiences on Roblox, Vans World has seen explosive growth following its launch in 2021,” said Drieke Leenknegt, Vans’ Global chief marketing officer, in a statement shared with The Drum. “There are a multitude of brand experiences on the platform, but as we shift toward a new way to deliver brand stories and experiences in a phygital way, we approached The Gang to create a next-generation game that elevates skate in the digital world with touches that represent real world skateboarding progression.”

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