The Women’s World Cup happens every four years. That means every four years, there’s a new generation of youth athletes to inspire. So DICK'S used its presence in Roblox, a platform where kids 10-16 spend more time than TikTok, to partner with Nike and take the celebration to new heights.
A floating island soccer experience, created in collaboration with Nike and inspired by the WWC host countries, with all the spectacle you'd expect from a Roblox experience.
Our stadium had the grandeur of a World Cup pitch, but with fantastical flourishes throughout that would elevate the experience. The stadium was then surrounded by both the Australian Outback and the lush greenery of New Zealand. Players could explore colorful terrain, waterfalls and encounter unexpected wildlife
We had 12 concurrent shootouts happening at once, with a massive leaderboard right in the middle, to help foster competition. The pong inspired game required you to hit targets and keep the ball in play. With Roblox you want brand experiences to be simple to jump into… but are rewarding the more you play. So we had increasing difficulty, powerups, and UGC to keep people playing.
We also wanted to bring some star power to our experience. So with the help of Nike, we landed USWNT midfielder Rose Lavelle. She was our host greeting you on the ground and in the sky. She helped explain the experience for those that need it. And you could even take selfies with her.
No Roblox experience is complete without exclusive UGC apparel. Our most sought after UGC, the Kangaroo Head and Nike limited edition cape, earned more in one week than most brand experiences get in their entire duration.
We reached and inspired a whole new generation of women's soccer fans
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