Create an activation that felt authentic to Roblox culture, meaningful to fans, and set a blueprint for future athlete-led UGC drops. We want to showcase how sports stars can extend their brand equity into next-gen digital platforms. Roblox, with over 111.8 million daily active users, has become a global hub for self-expression through avatars, fashion, and collectibles. Yet, no individual NFL player had ever entered Roblox’s UGC (user-generated content) economy. This presented a historic opportunity to pioneer a new kind of athlete-fan engagement.
Feenix Group selected Raheem Mostert to pioneer this innovative campaign, designing a strategy that blended digital scarcity, fan participation, and cultural storytelling, placing him at the intersection of sports, style, and digital culture. The plan involved launching a limited-edition Roblox UGC collection inspired by Raheem’s love of surfing, creating a seamless bridge between digital and physical fandom through interactive challenges and real-world rewards, and providing end-to-end execution covering concept, design, marketing, and social amplification.
