PACSUN CELEBRATES ANNIVERSARY ON ROBLOX WITH SLICK RICK COLLABORATION AND EXCLUSIVE MERCHANDISE
To commemorate the first anniversary of Pacsun Los Angeles Tycoon on Roblox, Pacsun has partnered with Hip-Hop pioneer Slick Rick to offer its community an exclusive virtual experience. Known for his legendary storytelling and fashion sense, Slick Rick brings his unique flair to the immersive experience, uniting hip-hop’s legacy with the modern metaverse.
“Collaborating with Roblox and Pacsun is a true honor. Together, we’re bridging generations, telling stories, pushing boundaries, and creating a vibrant virtual world where music intersects with technology, AI, and fashion. It’s a groundbreaking partnership that embodies the spirit of innovation and creativity that hip hop has always championed and a testament to the lasting impact and evolution of the culture,” said Slick Rick.
“Our digital community has been instrumental in shaping our presence on Roblox, and we wanted to bring them something special to celebrate the inaugural anniversary of Pacsun Los Angeles Tycoon,” said Richard Cox, VP of Men’s and Global Partnerships at Pacsun. “By integrating one of our fundamental pillars – music – into the fabric of our celebration and teaming up with a multi-platinum artist, Slick Rick, an icon synonymous with music, culture, and fashion, we’re delivering a fresh and exciting experience inside the virtual world and beyond.”
In this immersive collaboration, users can interact with Slick Rick’s 3-D NPC digital avatar to earn exclusive digital items and rewards inspired by his iconic accessories. Users can enhance their in-experience look and customize their avatars with Slick Rick’s signature style from a crown to an eye patch and a flying saucer watch.
In addition to the virtual experience, Pacsun and Slick Rick co-created a four-piece collection of limited-edition merchandise, giving users access to real-life clothing from the collaboration at Pacsun stores and online, building on the brand’s previous strides to integrate in-store shopping elements into its virtual offerings. The collection builds on the latest digital expression trends reflected in Roblox’s research, where the majority of Gen Z say they are likely to consider a popular brand in the physical world once they try on or wear their item on their avatars virtually, and 43% looking for fashion brands to offer “twinning” items they can wear both on their physical selves and their avatars.
On Roblox, Pacsun has proven to be a fashion trailblazer with a large community of over 60K+ monthly active users and 11M+ visits overall to its Pacsun Los Angeles Tycoon, an experience that pays tribute to Pacsun’s Southern California roots and aligns with the platform’s most popular and successful genre. The retailer remains committed to bridging the gap between the virtual and physical worlds.