Gucci Town x Vans World Audience Swap on Roblox
Building on their recent product partnership (Gucci Continuum x Vans sneaker collection, incorporating deadstock Gucci fabrics, available on archive/collaboration store Gucci Vault), Gucci and American skate brand Vans have partnered to create a virtual world on gaming platform Roblox. (See New Roblox Brand Concepts and Vans’ Roblox Metaverse for the brands’ separate existing Roblox activations).
The high-low collaboration (notable for its unusually low prices) is live until May 13. It’s the first time two fashion brands of this scale from different ends of the retail spectrum have teamed up on Roblox.
Gucci Town x Vans World capitalises on scavenger hunts’ popularity on the platform and utilises in-game interoperability to introduce the two brands’ audiences to each other. Players use shoebox-style portals to shuttle between Gucci Town and Vans World, collecting fabric swatches. After gathering all the swatches, avatar-outfit prizes include skateboard-style backpacks and trainers.
Vans World counts more than 94.5 million visits since launch in September 2021, while 2022-unveiled Gucci World has seen more than 42 million visits (Geeiq). No data is currently available on the brands’ interworld visits.
For more on same-sector collaborations with an edge, see Frenemy-Based Brand Building.