Heading Back to School with DICK’S Sporting Goods

Brand: DICK'S Sporting Goods
Agency: VMLY&R
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TL;DR

School of Sport Roblox Experience

DICK’S Sporting Goods partnered with VMLY&R and Subvrsive to bring a new experience to Roblox just in time for the Back to School season. Featuring six virtual spaces, School of Sport invites players to compete for style points in a variety of challenges, quests, and obstacle courses throughout DICK’S Sporting Goods High.

To date, School of Sport has amassed over 4.6M visits, 18K favorites, and 12K likes.

launch school of sport

Idea

Showing Up to the Roblox Party

When DICK’S Sporting Goods sought to put a playful twist on their 2022 “Sport Your Style” back-to-school campaign, the brand decided to meet their target audience where they were already spending their time: on Roblox. 

So, together with VMLY&R, Subvrsive crafted the vision for School of Sport: a branded Roblox experience that invites young athletes to embrace their unique style and compete with fellow players in a variety of challenges throughout DICK'S Sporting Goods High.

Work

Welcome to DICK'S Sporting Goods High!

To bring the vision to life, we designed a quintessential high school complete with six virtual spaces to serve as the setting for School of Sport. DICK’S Sporting Goods High features a locker room, gymnasium, football field, cafeteria, hallways, and more that players can freely explore as they socialize with fellow users and compete in challenges and "obbys" (read: obstacle courses).

Feature

Personalized Gear & User Generated Content

Since style and self-expression are paramount to the Roblox experience, we incorporated tons of opportunities for users to personalize their avatars. As players compete in the various challenges, they can earn stickers, badges, and style points which can be used in the Locker Room to shop for apparel and accessories to style their avatars in the hottest head-to-toe gear.

In addition to in-game gear, we also created a limited-time DICK'S Sporting Goods mascot head and backpack that players could purchase for their avatars to wear in other Roblox experiences beyond School of Sport.

Results

4.6 million visits

18,000 favorites

12,000 likes

Opportunity

Diving into Roblox

With over 58.8 million daily active users and 13.4 billion engagement hours logged, Roblox has become a state-of-the-art social hotspot and one of the most popular places for young people to connect, socialize, and play. For brands, the platform is an increasingly attractive place to authentically connect with young audiences in a fresh new way.

If you’re interested in exploring the possibilities of Roblox for your brand, reach out to our team here.