Timberland launches metaverse experience with Fortnite
Timberland introduced on Tuesday, in partnership with Epic Games’ Unreal Engine and ConceptKicks, a new metaverse experience with Fortnite.
Centered on Timberland’s 'Construct: 10061' program, the partnership spans both the physical and virtual worlds, and invites players and footwear aficionados to discover Timberland’s design and creation process via an immersive playable experience in Fortnite.
In particular, the space houses a virtual design lab, a re-creation of the brand’s real-world innovation lab and maker space, offering a rare glimpse into Timberland’s footwear innovation and design process.
Players will find four spectacular Metaboots – including a replica of the iconic yellow boot, plus three original boots inspired by custom outdoor biomes created as part of the project. Taking place on a custom Fortnite island featuring Arctic, Desert and Forest biomes, players can also take on challenges and obstacles to unlock special effects.
“Timberland was built on a foundation of footwear innovation; our partnership with Epic Games’ Unreal Engine allows us to explore new dimensions as we envision the future of bootmaking and boot culture,” said Drieke Leenknegt, chief marketing officer for Timberland.
“We’ve brought the collaboration model into the metaverse by inviting innovators such as Daniel Bailey, Zixiong Wei and Aisha Kujk to co-create Metaboots with our own ACE designers, in Fortnite. At the same time, we’re inviting consumers into the world of design innovation within an amazing Fortnite experience. The possibilities to connect in the metaverse are endless.”
Started in 2018, each year Construct: 10061 brings together the best footwear innovators and creators from around the world to rethink and push the boundaries of bootmaking.
The new season of Timberland Construct will launch at Timberland’s flagship Orefici11 store during Milan Design Week, where guests will check out physical prototypes, witness live game play and participate in real time as a fifth Metaboot is created in Fortnite.
For the launch, the brand has tapped Ali 'SypherPK' Hassan, who began creating videos in sixth grade and has risen to be one of the most recognized and followed Fortnite players/creators in the world.
“Timberland has built a legacy around some of the most beloved products in footwear, in large part thanks to their innovative, forward-thinking mindset,” said Raffaella Camera, head of brands at Unreal Engine, Epic Games.
“Through the usage of Unreal Engine-based tools and virtual worlds, brand enthusiasts have the chance to engage with Timberland boots in ways not possible today, while designers are able to create and collaborate in completely new ways, with the help of real-time 3D technology. It’s exciting to imagine where we can take this together.”
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