Timberland is virtually engaging Fortnite players in product design as part of a new metaverse project.
The outdoor gear and apparel brand is launching a multi-faceted, multi-partner project aimed at engaging customers with an immersive multiverse experience that has both promotional and commercial aspects.
Centred on Timberland’s “Construct: 10061” program that serves as a workshop for innovative footwear designers, the program includes a virtual design lab and maker space located on the Fortnite immersive gaming platform. Built on the Epic Games Unreal Games 3D computer graphics game engine, the virtual lab is a re-creation of the brand’s real-world innovation lab and maker space, and is designed to give consumers insight into its design process.
Timberland’s Fortnite environment also includes an immersive gaming experience, “Timberland Parkour Trails,” which takes place on a custom Fortnite island featuring Arctic, desert, and forest settings. After visiting the Design Lab, players take on challenges and obstacles in each of the settings, unlocking special effects obtaining virtual samples. Players can also virtually design footwear.
“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. “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.”
