Crocs teams up with Gen.G Esports for Minecraft competition

By

Robin Driver

Published
Jul 7, 2021

Crocs, Inc. has joined forces with global esports organization Gen.G in order to celebrate the release of the Broomfield, Colorado-based footwear brand’s All Family Tie-Dye collection with a build competition in popular sandbox video game Minecraft.
 

In line with the All Family Tie-Dye collection’s colorful aesthetic and inclusive message, the build competition’s theme is “Build Your Life in Color.” Competitors are each assigned a plot of land in the competition’s dedicated Crocs World server and can create whatever they like, but are invited to “showcase their personalities and share their lives in all its colors.”
 
The builds will be judged by a panel of gaming influencers including the likes of LittleSiha, JeromeASF, RyGuyRocky, Solidarity, Doc M77, IYMAN, ACAU, and Pacckker. According to Gen.G, entries will be judged on quality, creativity and color.

The competition is open to residents of Canada, China, Europe, Japan, Korea, and the U.S., with winners being selected in each of these regions. Prizes vary depending on the region and include an Xbox Series X, a Playstation 5, an LG Laptop, Crocs from the All Family Tie-Dye collection and Jibbetz charms. Six winners will also be invited to design their own Jibbetz charms.
 
“The 'Build Your Life in Color' competition is another example of how Crocs continues to innovate by creating authentic relationships with brand fans and consumers on the digital stage,” said Crocs SVP and chief marketing officer Heidi Cooley in a release. “Just like Crocs, the world of Minecraft is inspired by creativity and self-expression, and we're excited to collaborate with Gen.G on a program that brings Crocs together with the gaming community.”
 
This isn’t the footwear brand’s first foray into esports. The company previously collaborated with Andbox's Call of Duty League franchise New York Subliners, as well as Call of Duty League franchise Minnesota RØKKR.
 
These partnerships reflect the growing relationship between fashion, esports and video games more generally, as fashion labels double down on collaborations that promise exposure in a gaming industry currently valued at around $162 billion.
 
Iconic Brazilian flipflop brand Havaianas, for example, recently signed off on a phygital collab with wildly successful online battle royale game Fortnite, releasing a combination of both physical products and in-game content, while Louis Vuitton has previously designed skins for League of Legends.
 
The Build Your Life in Color competition’s server is open July 6 through 19.