Tommy Play
Read the story- Brand
- Tommy Hilfiger
- Year
- 2022
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Mini-Games
- Platform
- In-Game
Objective
Tommy Hilfiger wanted to reach Roblox's young, digitally native players in a way it said it couldn't on traditional social platforms, building the space around values it saw the platform sharing with the brand: inclusivity, diversity and creativity. TOMMY PLAY also gave a home to Team Tommy, a community programme spotlighting eight hand-picked emerging gaming talents, and served as a showcase and storefront for digital versions of real TOMMY JEANS product.
Solution
Players spawn into a deconstructed Brooklyn street painted with murals by ten real Brooklyn graffiti writers, where an NPC hands them a BMX bike. From there they ride a vertical course that climbs from the rooftops into the sky and drops into an underground subway, jumping, tricking and racing to earn badges, free wearables and Tommy Coins. Those coins get spent in-world on bikes, superpowered helmets, headphones and TOMMY JEANS pieces built with Roblox's layered clothing tech. Scavenger hunts and hidden doors unlock joke rewards like a giant hot-dog backpack, and a later expansion adds a floating sky store with parkour routes, spray-tag walls and a hidden DJ booth for player-run parties. Between runs, players can also decorate 'My Crib,' a personal apartment where they show off their achievements and invite friends before logging off.
Results
TOMMY PLAY has logged more than 63.6 million total visits and 140,574 favourites, peaked at 7,788 concurrent players in July 2022, and was still active four years after launch, drawing players and receiving updates as of April 2026.
- 1
Players open the Roblox experience page and spawn into a vertical, deconstructed Brooklyn street district that runs from rooftop level down to an underground subway, its walls covered in murals by real Brooklyn graffiti writers.
- 2
An NPC named TJ greets players at spawn and starts an onboarding quest that has them equip a BMX bike from a radial menu, earning an introductory badge and a free wearable.
- 3
The core loop is free-riding the BMX park across its vertical layout, using speed-boost strips on the ground to launch off jumps and pull tricks; sustained airtime earns additional badges and free wearables.
- 4
A hidden route rewards exploration: reaching a locked door and pulling off a specific trick there unlocks a further badge and wearable.
- 5
Players can ride into glowing ring markers to enter a BMX race against other players on the server, competing for a spot on a leaderboard that resets daily and rewards top finishers with a badge and wearable.
- 6
Riding and racing earn Tommy Coins, an in-world currency also scattered across the map and paid out as daily rewards, which players spend on cosmetic clothing items and on upgrades to their bike, helmet, and other gear.
- 7
Separate scavenger hunts send players after hidden items and clues that unlock further wearables and preview upcoming drops.
- 8
A later expansion adds a store area floating in the sky, reached by traveling upward, where players browse a wearable clothing collection, run parkour challenges, spray a customizable tag, and find a hidden DJ booth for hosting other players.
- 9
The current build adds a personal apartment space for decorating and displaying badges and for inviting friends, alongside ongoing bike customization and time-limited free rewards for hitting point milestones or visiting on consecutive days.
