Pacsun is partnering with hip-hop artist Slick Rick to celebrate the one-year anniversary of its Los Angeles Tycoon experience on Roblox. Over the past year the experience has garnered 60,000 monthly active users and 11 million visits overall.
For the collaboration, users can interact with a 3D non-player character (NPC) digital avatar of Slick Rick within the Los Angeles Tycoon experience to earn exclusive digital items and rewards inspired by the rapper’s iconic accessories. Users can also enhance their own in-experience look by customizing their avatars with signature Slick Rick elements, such as his crown and eye patch.
To drive additional buzz for the activation, Pacsun and Slick Rick co-created a four-piece, limited-edition collection, giving shoppers access to “IRL” apparel inspired by the Roblox experience. The merch collection is available online and in Pacsun stores, so passionate Pacsun customers can “twin” with their digital avatars. According to Roblox research, 43% of Gen Z consumers want to buy from brands that offer both physical and digital merch.
“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 in a statement. “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.”
Bridging Culture and Community
Pacsun Los Angeles Tycoon was designed to pay tribute to the retailer’s Southern California roots, while also aligning with Roblox’s highly successful Tycoon game genre. The Slick Rick in-game activation takes the experience a step farther by illustrating the retailer’s passion for not just fashion but also culture and community.
“Collaborating with Roblox and Pacsun is a true honor,” said Slick Rick in a statement. “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.”
