Clarks Is Stepping Into The Metaverse

Fireboy DML takes centre stage in the Jacquard Wallabees...

Clarks Originals is stepping into the metaverse for a virtual concert in partnership with Empire Music. Headliner and Afrobeats artist Fireboy DML will be supported by Nigerian singer Nissi and Cape Verdean American singer-songwriter June Freedom. The virtual concert will allow fans to “transcend the physical limitations of a real-world performance”, the brand tells us. 

Each artist will perform in their own distinct world built to showcase their personality as they interact with the audience, creating a uniquely intimate and immersive experience. The concert is set to air on Fireboy DML’s YouTube channel on 18 May at 6:30 pm BST, where each artist will also debut a new, never before heard track.

Fireboy DML stars in Clarks’ accompanying Beyond Worlds campaign, wearing the Clarks Originals Wallabees from the Jacquard Collection. A muted floral 60s-inspired design with soft, breathable jacquard uppers, natural rubber crepe soles and signature tonal fobs. 

“Partnering with an iconic global brand with such rich history that I admire is such a beautiful thing”, said Fireboy DML of the collaboration. “Clarks takes pride in being innovative and creative and it was fun being able to create alongside them. It was an honour to partner with them for their upcoming Spring 2023 Brand Campaign that will further reach and connect with my fans around the world.” 

Tara McRae, Clarks’ chief marketing and digital officer said: “We are very excited to partner with one of the most electrifying Afrobeats artists, FIreboy DML, on this innovative, creative campaign and metaverse concert experience. We are always looking to push the boundaries in the social space and this virtual concert is a great example. Clarks Originals has been embedded in music culture for years but taking it virtual is a first for us. This is a new way to immerse our fans like never before and we couldn’t have chosen a better collective of musicians to do that with, with Fireboy at the helm. The best part is anyone can stream this live for free and join us on this fantastic experience.”

Tune in on 18 May at 6:30pm BST and visit clarks.co.uk

Image courtesy of Clarks Originals.
Image courtesy of Clarks Originals.
Image courtesy of Clarks Originals.
Image courtesy of Clarks Originals.
Image courtesy of Clarks Originals.
Image courtesy of Clarks Originals.