DICK’S Sporting Goods has entered the Metaverse just in time for back-to-school season.
“School of Sport,” an interactive experience on the Roblox platform that infuses sport and style and gives users a chance to compete in a variety of challenges, quests and obstacle courses.
Consisting of six virtual spaces, “School of Sport” takes place at DICK’S Sporting Goods High and mimics the characteristics of a real-world high school, bringing the most compelling aspects of back-to-school onto Roblox.
“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 Ed Plummer, chief marketing officer at DICK’S Sporting Goods.
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DICK’S Sporting Goods is launching the brand’s larger Sport Your Style back-to-school campaign, which is focused on versatility and encourages teens to own their individual style. While this theme is woven throughout the “School of Sport” experience, it is most prominent in the Roblox experience’s first environment, The Locker Room, where the transition from sport to style commonly occurs in real-world school.
Users enter the experience through The Locker Room where they will receive information on how to navigate DICK’S Sporting Goods High. Each player will have a personalized locker containing The Store where they can use style points, the in-experience currency, to purchase shoes, apparel and accessories to outfit their avatars.
As users freely explore DICK’S Sporting Goods High, they can socialize with other users and collect stickers, badges and style points by competing in quests, and challenges throughout the experience environments: The Field, The Hallways, The Gymnasium and The Outdoor Cafeteria. There is an additional hidden environment within the experience that visitors must discover on their own.
In addition to using style points to unlock access to the latest back-to-school gear, community members can also view their rankings on the leaderboard and personalize their virtual school supplies (notebook, waterbottle, etc.) with stickers they’ve collected throughout the school.