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Global esports organization Gen.G and Crocs have launched Crocs x ZEPETO, a new collaboration with the pioneering metaverse app, where users can create hyper-personalized 3D avatars.
CrocsxZEPETO will feature virtual shoes and fashion collections as well as virtual photo and video booth installation – all drawing inspiration from Crocs’ iconic Classic Clog.
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 #CrocsXZEPETO 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.
In addition, users will have the opportunity to test their styling skills by creating outfits and entering the #CrocsxZEPETO 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.
The Crocs x ZEPETO campaign will be supported by various influencers such as GDS, Usona, Jinjalim, lenge, Seori, Yeji, and Damhyang. Talent will also show off their styling skills in the UGC photobooth by creating their own ZEPETO avatars.
“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.
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.
“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.” – Tim Malone, Crocs VP Global Integrated Marketing.