In a move that will see football and fashion collide like never before, Italian luxury fashion brand Gucci has announced that Jack Grealish, the Manchester City and England attacking midfielder, is joining Gucci Town in the Roblox metaverse.
The 27-year-old Grealish, who joined Aston Villa FC in 2001 at the age of six and debuted on the field in 2014, will become the first sports star to join Gucci’s virtual town. Grealish became the brand’s ambassador in April last year, and the Roblox experience is part of Grealish and Gucci’s partnership.
Starting January 24, Roblox players can find Jack’s avatar in Gucci Town’s central piazza. The character invites visitors to play a virtual football-inspired mini-game, where individuals can win rewards and badges. Football fans can also purchase Grealish’s iconic hairstyle in Gucci Store.
On a side note, Jack Grealish’s avatar is dressed in the virtual version of Gucci’s “Good Game” capsule, which came out in November 2022. With this move, the brand promotes its clothes among a younger audience.
This is not the first time Gucci partners with a large-scale celebrity to market its products in the virtual world. In August 2022, the company introduced a Roblox-based “Flora” campaign featuring the avatar of singer and actress Miley Cyrus. Players could interact with the avatar, take selfies, and play themed mini-games.
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