Let the fun begin! Introducing the CLARKS CICAVERSE on Roblox

Footwear brand empowers young athletes to compete without limits; steps into the metaverse for the very first time

For almost 200 years, Clarks Shoes has been known for their technological innovation and design expertise in footwear. On 16th May 2022, Clarks will take their pioneering approach to the next level and enter a brand-new era in the metaverse. 

The Clarks CICAVERSE, created by premier metaverse development studio MELON, will celebrate one of the brand’s most iconic, unisex styles and inspire a whole new generation of fans via an immersive experience on Roblox. 

The Clarks CICA sneaker is an all-purpose, all-terrain sneaker silhouette designed by young athletes, for young athletes – allowing them to reach their highest potential, whatever their playground. From the CICAVERSE to IRL street sports, Clarks craftsmanship combines with athlete expertise for trainers that tackle the halfpipe, the bike ramp, and everything else in between. 

When stepping inside the Clarks Stadium, fans can get set for the sports tournament of a lifetime. Inside the immersive experience, curious  explorers will put the CICA through its paces as they battle it out with their friends to see who can grab the highest scores – from showing off their slickest BMX tricks and breakdance skills, to racing to the Parkour finish line with a little help from the real-life young athletes, who have used their sporting expertise to help Clarks create the newly designed CICA shoe collection. 

Athletes featured in the game include UK viral breakdance sensation B-Girl Terra (who is soon taking on her ultimate challenge, the 2024 Paris Olympics); UK parkour champion and trainee stuntman Robbie Griffith; and US 11-year-old BMX rider, Connor Stitt.

Speaking on the new Clarks initiative, B-Girl Terra said:

“Roblox is a space me and my friends love to meet and have fun in, so to be able to create and see my own avatar in the CICAVERSE wearing a sneaker that I love and had a hand in designing, is just a dream come true! Can’t wait for everyone else to join us on the CICAVERSE adventure.”

In addition to sports, users will be able to let their imaginations run wild and get a performance boost in the virtual Clarks store. Here, the possibilities are endless. From sneakers super-charged with fire to jumbo jet packs, store visitors can purchase all the accessories needed to make their avatars stand out from the crowd and come out on top to be crowned champion of the CICAVERSE.  

Clarks Global Chief Marketing & Digital Officer, Tara McRae, said:
“We’re super excited to bring our iconic brand offering to the Metaverse as Clarks is passionate about empowering kids and teens  to be the best that they can be. Roblox is all about understanding and enhancing people’s shared experiences, which is what made this feel like such a natural place for us to have presence in. The CICAVERSE is the perfect way that allows our early learners to explore, create, to learn and to play in a dedicated community space that they can call their own.”

MELON President, Josh Neuman, said: 
“We at MELON are honoured to introduce Clarks – an iconic brand that has influenced pop culture for decades – to a new generation with a visually captivating experience that blends fashion and sports lifestyle into one exciting space on Roblox.” 

To reward the first winners, Clarks has brought to life a limited-edition gold CICA X Roblox medallion necklace that visitors can earn in the experience. To honour the British brand's 197-year heritage, the same number of necklaces have been produced, made in Clarks' original home of Somerset. They will be gifted worldwide. Virtually, players will have the opportunity to complete challenges to unlock this exclusive prize too.

With lots of exciting updates, exclusive product drops and appearances planned within the experience throughout 2022 – this really is just the beginning of the Clarks CICAVERSE journey. To make sure you stay in the loop with all things CICAVERSE, stay tuned to Clarks’ social channels @ClarksShoes. For more information about Clarks on Roblox visit www.clarks.co.uk/kids-sports-shoes/the-cicaverse-roblox.

The Clarks CICA sneaker is available in classic colour ways; Black Combi, Pink and White at RRP £50.00, and is available online at www.clarks.co.uk and in most Clarks stores.

About Clarks Shoes 

Clarks, based in Somerset, England, has been at the forefront of innovative shoemaking since its foundation in 1825, when brothers James and Cyrus Clark made a slipper from sheepskin off-cuts. At the time it was ground-breaking: a combination of invention and craftsmanship that has remained at the heart of what the brand does now. In the Clarks archive of more than 22,000 pairs are shoes that have sparked revolutions and defined generations. From the original Clarks Desert Boot, first designed by Nathan Clark and launched in 1950, to the iconic Wallabee, each design has an instantly recognisable signature that make it unmistakably Clarks.

About MELON

MELON is a premier development studio for the metaverse, creating original game properties and building some of the most innovative experiences for brands, artists, and entertainment leaders on the Roblox platform and beyond. MELON has worked with major music labels and consumer brands on partnerships that have gathered and engaged millions of players around the world.