Tommy Play / 24 Hours Of Team Tommy

Objective

Tommy Hilfiger sought to establish a branded metaverse presence aligned with its street-culture heritage by launching an immersive community on Roblox in 2022. The initiative aimed to reach gaming audiences and promote Team Tommy, a program showcasing eight emerging gaming talents as brand ambassadors. The brand positioned itself as a cultural force engaging the next generation of creators in the gaming ecosystem.

Solution

TOMMY PLAY is a interactive community space on Roblox featuring multiple themed environments: a retail store showcasing TOMMY JEANS collections (puffers, windbreakers, hoodies), parkour areas with spray-painting mechanics and unlockable street dancing capabilities, DJ booths for hosting parties, and Bronx-inspired designs with cultural references. The flagship activation '24 Hours of Team Tommy' showcased eight hand-picked gaming creators who livestreamed gameplay, guided communities through interactive space journeys, and styled avatars in branded seasonal apparel. In collaboration with UGC creators, Tommy Hilfiger hosted a Fall 2022 'See Now, Buy Now' fashion catwalk that was livestreamed directly into the Roblox platform—marking the first industry fashion show broadcast into a metaverse. The experience was updated throughout summer 2022 with new map expansions and seasonal product launches.

Results

The campaign activated within Roblox's ecosystem. No specific engagement metrics, participation numbers, or sales impact were disclosed in public sources.