Your Crocs Can Now Take You Into the World of Minecraft

Crocs owners are known to wear their shoes one of two ways—seamlessly changing from “sport mode” to “relaxed mode” by moving the strap on the clogs to the front or back. The brand is now expanding this idea to the world of gaming, as it aims to grow its international fan base virtually through a partnership with Minecraft, offering an augmented reality (AR) experience. The game features the dual gameplay modes “sport” and “chill” to reflect both the Minecraft and Crocs brands, respectively.

The “Choose Your Mode” campaign announcing the release of the Minecraft x Crocs special-edition shoes launched in February. But with the addition of AR, it now aims to bridge Crocs’ physical products with a digital environment, meaning the game can be launched by scanning a special, branded pair of Crocs using a smartphone. The experience can be accessed through AR on May 16, with the chill mode taking the user into a relaxed gaming world based on Minecraft’s creative mode, while the sport mode takes players into a survival mode-based environment where they must avoid the surrounding lava.

The campaign was developed by Gravity Road, with both Minecraft features and AR tech incorporated into the design of the footwear for the first time.

Full story at AdWeek.