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Vans World - Roblox

Overview
Working on this project was an absolute thrill. Roblox has a massive global following, especially among the next generation of Vans consumers, so we saw an opportunity to bring the Vans brand into a space where our audience was already spending a lot of time creating and connecting.

Our goal wasn’t just to build a branded game. We wanted to create an immersive world that felt authentically Vans and authentically Roblox. Skateboarding culture, customization, and community became the foundation.

We introduced interactive skate features, avatar customization, and digital wearables, including fully customizable Vans shoes for your avatar. Importantly, we connected the Vans Customs platform into the experience, bridging immersive gameplay with real-world product personalization. What users designed virtually could inspire or connect back to physical product expression.

Since launch, the world has expanded to include BMX gaming features, live streaming events, and a co-branded collaboration with Gucci. Vans World continues to outperform other branded activations on Roblox, driving higher engagement and time spent while establishing a scalable platform for ongoing digital innovation.

The Opportunity
• Reach a new generation of Vans consumers natively on Roblox
• Translate skate culture into interactive digital form
• Extend customization beyond commerce into immersive environments
• Build a scalable branded world, not a one-off activation

My Role
I led the concept and experience strategy, guiding cross-functional teams across design, engineering, and brand. I partnered closely with platform teams and external game developers to ensure authenticity within Roblox while maintaining Vans’ creative identity. I also drove integration between Vans World and the Vans Customs platform to bridge digital and physical product expression.

Impact
• 120M+ visits since launch
• Outperformed other branded activations on Roblox in engagement and time spent
• Integrated Vans Customs directly into the experience, connecting immersive gameplay with real-world product customization that drove conversion
• Established Vans as an early leader in immersive brand ecosystems on Roblox
• Created a connected digital ecosystem linking immersive play to product customization

View project // roblox.com/vans