The Gang, a developer studio specializing in creating bespoke digital activations, has once again partnered with Vans to blend skate into a new immersive experience on Roblox, Vans World 2.

Building on the success of Vans World, which reached 100 million visits on Roblox last year, Vans World 2 offers players new skate challenges and tricks to accumulate points for avatar customization. Forever focused on skateboarding, Vans World 2 supports Vans’ dedication to always pushing ways to experience skateboarding.

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Vans World 2 will see Vans step beyond its SoCal heritage and invite users to engage their tricks against iconic global landmarks to unlock access to cities from Paris to Tokyo. The Gang’s cutting-edge visuals and soundscape elevate the experience. Fans and newcomers can fully immerse themselves into Vans World 2 with access to a limited-edition free emote – an avatar ‘emoticon’ – to celebrate skate tricks. 

Users get early access to a virtual version of Vans’ new shoe, the Mixxa, before it drops in the real world. The Vans Mixxa is the first shoe to launch virtually on Roblox before it does in the physical world on July 18. Additionally, we are introducing Lizzie Armanto as our female pro skater to the game, showcasing her unique style to inspire the next generation.

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Drieke Leenknegt, Vans Global CMO: “​​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.”

Max Proctor, Managing Director at The Gang, 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.”