Skateboarding footwear and apparel brand, Vans, has partnered with developer studio, The Gang, to create an immersive experience on Roblox called Vans World 2.

Following the success of Vans World, which reached 100 million visits on Roblox last year, Vans World 2 introduces players to new skate challenges and tricks to earn points for avatar customisation.

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Vans World 2 also allows users to take their tricks to iconic global landmarks, unlocking cities from Paris to Tokyo.

Meanwhile, users will also have early access to a virtual version of Vans’ new shoe, the Mixxa, ahead of its real-world release on 18 July.

The Vans Mixxa is the first shoe to debut virtually on Roblox before launching physically.

Additionally, the game introduces Lizzie Armanto, Vans’ female pro skater, who aims to inspire the next generation of skaters.

Vans Global CMO, Drieke Leenknegt, said: “​​As one of the longest-running brand experiences on Roblox, Vans World has seen explosive growth following its launch in 2021.

“There are a multitude of brand experiences on the platform, but as we shift toward a new way to deliver brand stories and experiences in a phygital way, we approached The Gang to create a next-generation game that elevates skate in the digital world with touches that represent real world skateboarding progression.”

The Gang, Managing Director, Max Proctor, added: “It has been fantastic to partner with Vans once again to push the capabilities of its hugely popular Vans World – our most successful activation.

“Vans is a powerful example of how digital activations such as Vans World 2 can help brands continue to engage, excite and entertain their audiences in fun and creative ways – including the first-of-its-kind launch of Mixxa on Roblox.”