Nike has teamed up with online gaming platform Roblox to create Nikeland, a virtual realm based on Nike’s real-life headquarters in Oregon.
Roblox users can compete in games like tag, dodgeball, and “the floor is lava” on the virtual campus, which contains Nike buildings, basketball courts, fields, and arenas. Users may also dress their avatars in Nike apparel, ranging from classy sneakers to new product releases, via a digital showroom.
Nike’s metaverse will also encourage physical activity. Users with accelerometers in their phones can jump or run, and their in-game avatars will mimic their movements. Users will be rewarded for their in-game participation with materials to create their own mini-games inside Nikeland.
According to CNBC, Nikeland intends to add games around major athletic events, such as a possible soccer activation during the World Cup or a flag football game during the Super Bowl.
The virtual environment will be free to play at first, but Nike may ultimately add paid features. Roblox, virtual money supported by credit and gift card transactions, is used to make in-game purchases on Roblox’s user-generated gaming platform.
Nike’s Plans
According to Nike, acquiring RTFKT will help the company “deliver next-generation collectibles that merge culture and gaming.” John Donahoe, the president and CEO of Nike believes that the move helps accelerate Nike’s digital transformation efforts:
“Our plan is to invest in the RTFKT brand, serve and grow their innovative and creative community and extend Nike’s digital footprint and capabilities.”
