Late July saw Dick’s Sporting Goods throw open the doors to an interactive ‘School Of Sport’ space on Roblox to leverage the late summer back-to-school buying spree.
Launched in the popular gaming and early metaverse platform Roblox, the ‘School of Sport’ focuses on blending sports and style and enables users to explore a branded virtual high school where they can earn digital currency to buy back-to-school gear for their avatars.
The US sports retailer’s virtual high school is divided into six distinct areas:
> The Locker Room
> The Field
> The Hallways
> The Gymnasium
> The Outdoor Cafeteria.
The sixth and final zone needs to be uncovered through immersive digital school exploration.
Each student is equipped with their own locker and can use in-experience currency known as ‘style points’ to buy gear for their avatar. As well as collecting style points, users can socialise with one another and collect stickers and badges by completing quests, an obstacle course and other challenges. These are linked to a rankings leaderboard which aims to inspire friendly competition and repeat visits.
“School of Sport” by DICK’S Sporting Goods is currently live on Roblox and available by visiting https://www.roblox.com/games/10319501620/School-of-Sport
The ‘School Of Sport’ initiative was promoted through a digital-first campaign which rolled out from 18 July.
It’s game on. The School of Sport is now in session on Roblox https://t.co/FNoDSo5wna pic.twitter.com/nP9fAvhsVe
— DICK'S Sporting Goods (@DICKS) July 27, 2022
Come for the sports. Stay for the style.
The freshest fits in the game are waiting for you in the School of Sport.
Play now https://t.co/FNoDSo5wna pic.twitter.com/tsHTTRyqVI
— DICK'S Sporting Goods (@DICKS) July 27, 2022
“It is important for us to continue evolving the way we engage with consumers. We are excited to make our entrance into the Metaverse with ‘School of Sport,’ creating a space to share sport and style while also connecting with our younger athletes,” said Dick’s Sporting Goods CMO Ed Plummer.
This virtual initiatives runs in parallel with the retailer’s summer ‘Sport Your Style’ campaign.
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Evolving early metaverse platform Roblox – a virtual playspace for youngsters to chat, explore and play – continues to be popular with brands seeking to engage young consumers with a core demographic of kids aged nine to 15-years-old and this initiative sees Dick’s aim to reach pupils rather than parents during the crucial back-to-school shopping season.
According to a recent US cost of living study, parents will pay an average of $661 per child for back-to-school needs in 2022. While the same research found that 60% of parents say their children are influenced by social media on what to buy for back-to-school and 52% of parents say they feel pressured to buy their children what they want, even if it’s more than what they would typically spend.
Other notable recent sports-led Roblox initiatives include ‘Wimbledworld’, ‘UEFA Women’s Euro 2022’, ‘Vans World’ and ‘Nikeland’.
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