Retail in Asia


Crocs enters Metaverse with Zepeto

On September 7, U.S. footwear maker Crocs Inc. announced its partnership with e-sports firm Gen.G for a new collaboration with Zepeto, the Korean metaverse app.

Dubbed #CrocsXZepeto, the partnership will allow users to create hyper-personalized 3D avatars via a ten-piece collection of virtual shoes and fashion items, as well as a virtual photo and video booth installation – all drawing inspiration from Crocs’ iconic ‘Classic Clog’. Initially, eight virtual styles will be on offer including the ‘Classic Spray Dye Clog’, ‘Crush Clog’ and ‘Crush Sandal’ from Crocs’ latest summer collection. The collection also includes fashion apparel designed exclusively for the Crocs x Zepeto experience.

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According to a press release, the companies will launch a second phase in October. Users will be invited to engage through a photo booth in their new Crocs merchandise 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’. The winner will receive an exclusive prize comprised of an LG gram Laptop, Crocs shoes and Jibbitz Packs, as well as 100 ZEMs to use inside Zepeto.

Source: Crocs

The collaboration marks Crocs’ introduction to the metaverse and virtual collections. It comes alongside 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 Inc. has also partnered with Bitmoji, as well as recently launching a 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,” said Tim Malone, Crocs VP, Global Integrated Marketing.

“Gen.G shares our vision for delivering immersive experiences that reflect the unique DNA of our brand, which is rooted in authentic self-expression.”

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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.