Pacsun marks one year of major Roblox promo with aid from rap legend

Pacsun is teaming up with an “O.G.” from the world of rap music to offer a new immersive experience on the Roblox digital gaming platform.

To commemorate the one-year anniversary of Pacsun Los Angeles Tycoon, a global 3D immersive experience which enables users to develop their own virtual map of Southern California in the Roblox metaverse environment, Pacsun is partnering with hip-hop pioneer Slick Rick.

In this immersive collaboration, users can interact with Slick Rick's 3-D non-player character (NPC) digital avatar to earn exclusive digital items and rewards based on his accessories, such as a crown, eye patch and a flying saucer watch.

In addition to the virtual experience, Pacsun and Slick Rick co-created a four-piece collection of limited-edition merchandise which gives users access to real-life clothing from the collaboration at Pacsun stores and online. This builds on the retailer’s previous efforts to integrate in-store shopping elements into its virtual offerings. 

According to Pacsun, its new collaboration with Slick Rick serves as a catalyst for its “exponential growth” on Roblox, where the company ranks among the digital gaming platform's top 2,500 experiences.

"Collaborating with Roblox and Pacsun is a true honor," said Slick Rick. "Together, we're bridging generations, telling stories, pushing boundaries, and creating a vibrant virtual world where music intersects with technology, AI, and fashion. It's a groundbreaking partnership that embodies the spirit of innovation and creativity that hip hop has always championed and a testament to the lasting impact and evolution of the culture."

"Our digital community has been instrumental in shaping our presence on Roblox, and we wanted to bring them something special to celebrate the inaugural anniversary of ‘Pacsun Los Angeles Tycoon,’" said Richard Cox, VP of men's and global partnerships at Pacsun. "By integrating one of our fundamental pillars - music - into the fabric of our celebration and teaming up with a multi-platinum artist Slick Rick, an icon synonymous with music, culture and fashion, we're delivering a fresh and exciting experience inside the virtual world and beyond."