The campaign features 32 superstars from sports, entertainment and music culture, including Kano, KSI, Chunkz, Tobi Brown and Anthony Joshua, entering a neon-lit virtual arcade in a shopping mall.

Consumers can also enter the virtual arcade after a community of grassroots creators rebuilt the environment using Meta’s gaming platform.

The metaverse game will allow fans of street fashion to create custom avatars and discover mini-games within their virtual arcade and play foosball, pinball, claw machines and other classic arcade games with friends. They can collect gold JD coins and the highest coin collectors will be entered into a national leaderboard.

In October, the French department store chain Printemps opened its…