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

So it’s ironic that Red Wing Shoes, a 117-year-old shoe brand, launched one of the most innovative metaverse activations, one that could have lasting benefits in the real world.

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

By partnering with Roblox, the brand created the Red Wing Buildertown experience, where users can build virtual houses by collecting materials and consulting…