American Eagle Launches New ‘Members Always’ Club Within Roblox

Earlier this month, the AE brand debuted a metaverse adaptation of its Spring 2022 campaign, which is now being expanded even further with a virtual club.

Models are seen wearing American Eagle clothing

Image via American Eagle/

Models are seen wearing American Eagle clothing

Following the opening of this month’s metaverse adaptation of the brand’s new Spring 2022 Members Always campaign, American Eagle is inviting the public to take part in a lively virtual club of the same name within Roblox.

Billed as an imagination-spurring space where “all gamers are welcome,” the inaugural AE Members Always Club sees the Pittsburgh-based lifestyle brand partnering with the Century Makers-founded Livetopia and the in-game ad platform Anzu for a unique experience designed to build on the themes of the 2022 assortment.

Club visitors can expect to have the opportunity to enjoy a pool and tennis court, as well as partake in the avatar-based wearing of shoppable pieces from the aforementioned Spring 2022 collection. Also featured is the potential companionship of Ellie the Eagle, an unlockable pet that is indeed playable game-wide.

As for the main collection and its non-metaverse availability, AE rolled out the traditional portions of the campaign—starring Coco Gauff, Madelyn Cline, Joshua Bassett, Michael Evans Behling, Maitreyi Ramakrishnan, and mxmtoon—earlier this month. In the words of AE & Aerie’s president and executive creative director, Jennifer Foyle, the spring lineup is intended to offer consumers a “fresh approach to nostalgic-inspired trends” with an emphasis on familiar 90s-inspired elements.

“AE’s Members Always campaign represents our belief that this generation has the power to come together and create a place where everyone belongs,” Foyle said in a recent press release, adding that the latest collection should inspire consumers “to show up to be themselves.”

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