Timberland Brings Boot Innovation To The Metaverse With Fortnite Island

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Short Diving:

  • Timberland is bringing its boot design innovation platform to the metaverse for the first time through a partnership with game developer Epic Games and creative studio Conceptkicks, per press release. Metavision, an agency that specializes in the metaverse, helped guide the activation creation strategy.
  • The latest Construct: 10061 off-brand program is centered on an interactive Fortnite experience. An in-game custom island features a virtual remake of Timberland’s real-world innovation lab, a collection of four “Metaboots” players can try out, and three different biomes to explore. while wearing the equipment.
  • Timberland launched the concept during Milan Design Week at its Orefici11 flagship store. There, visitors will experience physical prototypes of the boots, watch live gameplay, and participate in the creation of Fortnite’s fifth Metaboot. Timberland has joined other apparel retailers in using metaverse conceit to showcase experimental product ideas and engage with young audiences with a clear interest in games.

Dive overview:

Timberland has been running its Construct: 10061 program since 2018, but seeks to meet this year’s cultural moment by moving the platform to the metaverse. Like many metaverse games, the Fortnite experience is actually a more engaging online game enabler, even if Timberland uses a variety of technologies offered from Epic Games developers.

The custom island gives players a behind-the-curtain look at the bootmaker’s design process through a virtual version of his real-world lab. The larger space has different climates that reflect different outdoor environments that people can explore while wearing Timberland gear.

Each of the island’s three biomes features a Metaboot, complete with arctic, desert, and forest-themed boots that fit the over-the-top cartoon aesthetic of Fortnite. The biomes can be explored through “parkour trails” that open up special effects that visitors can take back to the design lab. The fourth Metaboot is inspired by Timberland’s classic yellow boot.

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Metaboots is the result of a collaborative effort between Timberland’s Advanced Concepts & Energy team, Construct: 10061, Conceptkicks, and BeyondCreative, a game studio that specializes in Fortnite experiences for brands. BeyondCreative has previously worked with Chipotle, Adidas, and Balenciaga, responding to a range of companies seeking a more personal activation of the hugely popular Multiplayer title.

Epic Games not only owns Fortnite, but also the Unreal computer graphics engine and the Sketchfab 3D modeling platform. Timberland has created a high-fidelity version of its Forest Metaboot by using Unreal, which is available in augmented reality (AR) via Sketchfab. Other prototype boots are also available for Sketcfab review using AR. Epic Games earlier this year raised $ 2 billion in funding to support its bid to build the Metaverse.

The latest Construct: 10061 also features Timberland adopting a hybrid marketing model with the Milan Design Week in-person launch event, which will run until June 12. Ali “SypherPK” Hassan, one of the main makers of the Fortnite interior, involved in the effort.

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