Roots teams up with sports-themed metaverse gaming platform
A premium outdoor brand is making its first foray into the metaverse.
Roots Corp. is partnering with Stadium Live, a Gen Z-oriented platform for sports-focused virtual activity and commerce, to deliver branded digital experiences. The partnership will debut a digital apparel and accessories collection launching in the Stadium Live Roots store, as well as physical apparel inspired by the digital-first collection.
Stadium Live users participate in sports-focused gameplay and livestreams, collect virtual items and prizes, chat and engage with other users, and customize their in-game avatar. According to the company, it has over 750,000 registered Gen Z users across North America.
"As we strive to continue expanding our brand, we understand the importance of connecting with digital audiences. With Stadium Live, we can integrate the physical and digital realms to engage more effectively with the crucial Gen Z demographic," said Meghan Roach, president & CEO, Roots. "We are excited to provide our customers with an immersive experience that allows them to fully engage with our brand and products on a deeper level."
"We are thrilled to partner with Roots and provide Gen Z with a unique and engaging experience on the Stadium Live platform. The activation provides an authentic medium for Roots to drive brand awareness and revenue through next-gen sports fans," Stadium Live CEO and Co-founder Kevin Kim said. "Our platform offers the perfect opportunity for brands to connect with our audience in a way that feels native to them through digital gamified experiences."
Retailers play the metaverse game
Roots is the latest retailer to launch its metaverse experience in partnership with a virtual gaming platform. The Home Depot is a recent example of retailers collaborating with the popular Roblox digital gaming environment to enter the metaverse commerce space.
Other retailers rolling out metaverse promotions on third-party gaming platforms include Ralph Lauren, which has partnered with Fortnite and the Zepeto global social networking and avatar simulation app, as well as Roblox.
Based in Canada, Roots a global brand with over 100 corporate retail stores in Canada, two stores in the U.S., and an e-commerce platform. Roots also has more than 100 partner-operated stores in Asia, and operates a dedicated Roots-branded storefront on Tmall.com in China. The company offers women's, men's, children's, and gender-free outdoor apparel, leather goods, footwear, and accessories.