World

Objective

Vans aimed to establish presence in the metaverse and engage the next generation of skateboarders and youth through digital culture. The campaign sought to inspire and educate players about skateboarding, fashion, and community values while empowering creative self-expression. The brand also used the platform to gather consumer insights to inform broader marketing strategies.

Solution

An open-world skateboarding experience built on Roblox where players customize avatars, earn points through gameplay, compete in challenges, and unlock features like BMX mode. The platform integrated community feedback via Discord to guide post-launch updates. Vans used the experience to launch the Mixxa shoe—the brand's first footwear unveiled virtually before physical release.

Results

Vans: World achieved 132M+ total visits and 1B+ minutes of total playtime since its September 2021 launch, with 60K daily active users and a 91% player rating. The experience showed strong youth engagement, with 53% of hours played by users under 13. Vans became the first fashion brand to exceed 100M Roblox visitors.