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Red Wing Shoes Found a Way to Make the Metaverse Matter IRL

Red Wing Builder Exchange

Red Wing Shoes Found a Way to Make the Metaverse Matter IRL

This year, the metaverse became the hottest marketing trend in the fashion and footwear industries, with everyone from Adidas and Nike to Gucci exploring ways to create buzz in the virtual world.

So there is a sense of irony that it took Red Wing Shoes, a 117-year-old footwear brand, to launch one of the most innovative metaverse activations — one that could have longstanding benefits in the real world.

Today, the Minnesota-based company unveiled the “Builder’s Exchange Program,” an industry-first initiative that brings together virtual and real-world builders to address the troubling skills gap in the U.S.

Teaming up with Roblox, the brand created the Red Wing Buildertown experience, where users can build virtual homes by collecting materials and consulting with the BuilderTown tradespeople via the digital platform. For every tiny home built on Roblox, a donation from Red Wing will be given to Settled, a St. Paul, Minn.-based organization that helps house the homeless via tiny homes.

According to Red Wing, as more virtual homes are built in the metaverse, more will be built in the real world.

Want to learn more about how Red Wing Shoe’s Builder’s Exchange Program will educate the next generations of workers about potential career paths?

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