American Eagle preps debut on Roblox for Members Always campaign

American Eagle is set to make its Roblox debut to promote a spring Members Always collection that draws on vintage and prep styles and pushes inclusivity messaging.

Headlining the campaign images and video are tennis player, Coco Gauff, actor and musician Joshua Bassett, actors Madelyn Cline, Maitreyi Ramakrishnan and Michael Evans Behling, and multi-hyphenate mxmtoon.

The retailer has partnered with Livetopia, a role playing game on Roblox, to create a virtual AE Members Always Club that users can explore while hunting for apparel based on the aforementioned collection. 

American Eagle is also boosting its presence on Snapchat through new augmented reality initiatives and Marker Tech that helps merge the physical and digital worlds.

Snapchatters can use a new AE Lens to play an interactive AR tennis match where they earn points aiming for zpring collection targets and shop the collection.

It’s possible to use Snapchat to scan the Coco Gauff featured store window displays and unlock an immersive AR experience. Powered by Marker Tech, the display comes to life in the Snapchat camera.

“The Members Always campaign represents our belief that this generation has the power to come together and create a place where everyone belongs. Coco, Joshua, Madelyn, Maitreyi, Michael and mxmtoon share a unique point of view on today's world that empowers others to believe in the limitless possibilities of tomorrow,” says Jennifer Foyle, President – Executive Creative Director, AE & Aerie. 

“Our spring collection is a fresh approach to nostalgic inspired trends. Flares are back, so are wider and looser fits, and of course, the best of the 90s. The assortment inspires customers to show up to be themselves.”

MetaverseStaff WriterAmerican Eagle, Roblox, Metaverse, Livetopia, Snapchat, Augmented reality, Marker TechComment