Wolf3D’s Ready Player Me adds New Balance shoes to their current line-up of avatars for more user customizability in an all-new experience.
Avatar platform Ready Player Me is partnering with sports footwear brand New Balance to bring its classic brand of chic to the metaverse. Users can now enter the New Balance experience to customize characters with more styles and looks than ever before with the newly added brand of shoes, New Balance, just in time for the 2021 London Marathon.
“We wanted to create additional and meaningful avatars based on iconic brands, and we believe athletic shoes from New Balance would be impactful”, said Ready Player Me CEO Timmu Toke. “With the importance of health and wellness in mind, we felt the London marathon would be the perfect place to feature our partnership with New Balance.”
Ready Player Me integrated 3D avatars of their leading male marathon athlete, Jonny Mellor into the fold wearing special New Balance gear. Users and athletes can create and share the unique customizable avatar of Jonny to support the UK elite performance Team New Balance Manchester and the London marathon.
“As the retail industry continues to digitalize and evolve, it is important for marketers and brands to continue to innovate and develop the way in which they engage and speak with their audiences, said Bradley Howarth, Associate Trade Marketing Manager at New Balance. “In partnership with online retailer sportsshoes.com we wanted to create a virtual shopping experience focused around New Balance’s official footwear and apparel sponsorship of the Virgin Money London Marathon – ‘New Balance London Square’. WOLF3D and their digital avatar solution felt like a perfect partnership to help bring to life elements of our campaign, enabling people to visualize our latest product collections on digital versions of themselves in a fun and engaging way. We see lots of potential in the Ready Player Me platform, and look forward to working with the Wolf3D team to create experiences for our customers to further engage with the brand and digital running communities.”
