Gap announced the next iteration of its foray into the metaverse; the global launch of a virtual, purchase-free experience integrated into Club Roblox – a role-playing user-generated world built on Roblox and offering infinite possibilities for individuality, inclusion and self-expression. In collaboration with SuperAwesome, a kidtech platform that enables safe digital engagement with young audiences around the world, Gap brings its iconic world to life in a fun, new digital experience for teens to explore their individual style and find new ways to freely express themselves.
Gap designed the virtual Club Roblox Boutique as its very own Gap Teen store that will be a portal for a new game and experiences within Club Roblox, bringing teens into the world of Gap in a fun, social and immersive way. Players can join Gap Teen’s fashion show mini-game, Style Stage, which tasks users to channel their own personal style in Gap Teen outfits with different themes. Users can also enjoy a juice bar and photobooth inside the store to capture photos of their avatar’s Gap Teen looks, along with those of their friends.
Gap Teen’s virtual Style Stage took inspiration from Gap’s summer ad campaign, which was captured on a Miami Beach boardwalk to Jon Batiste’s award-winning song, “Freedom” – including a beach, roller skates, skateboards, skate ramps and more. Metaverse replicas of the current Gap Teen collection will be featured, including summer essentials, ranging from 90s loose denim, pocket tees and tanks to iconic logo hoodies and versatile dresses.
This Club Roblox integration is Gap’s latest move to continue championing individual style and shaping culture. Club Roblox gives players the power and freedom to express themselves authentically through its virtual world, aligning with Gap’s core values of individuality and inclusivity.
“We want Gap Teens to feel represented and connected in an inclusive Gap world with an immersive and unique fashion experience that gives them the freedom to experiment with their individual style and be their true selves, both IRL and in this rapidly growing digital universe,” said Mary Alderete, global head of Gap marketing. “Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way.”
“This generation’s digital identity is quickly becoming as important to them as their identity in real life,” said Nick Walters, Managing Director of SuperAwesome Gaming. “We are excited to bring our expertise in safe digital engagement with young audiences to help Gap launch a new immersive experience that will allow teens to connect with their favorite fashion brand in Club Roblox. Just as with IRL fashion, this partnership encourages players to be creative, express their digital identity and explore their unique style while having fun.”
