Sportswear giant Nike Inc. set its foot into the metaverse by launching NIKELAND on the video game platform, Roblox.
There's a new bespoke environment on Roblox for Nike fans to gather, create, compete, and share experiences: NIKELAND. Nike created this immersive 3D space with the backdrop featuring its headquarters. The entire virtual world is built around Nike's goal to turn sport into a lifestyle.
Why Did Nike Choose Roblox?
Debuted in 2006, Roblox is more than just a gaming platform. It is a growing economy and a world of its own with 200 million young active users. By constructing a unique blockchain-based ecosystem that runs on virtual tokens, the gaming giant is essentially grooming the next generation of game developers to understand and reap the benefits of the token economy.
Given Roblox's footprint in the blockchain industry, its user-base (i.e., younger players), and Nike's attraction to new technologies, it was only natural for Nike to go with Roblox. Besides, this measure would contribute to Nike's mission of turning sports and play into a lifestyle for young people.
Moreover, with Nike's NFT project, "CryptoKicks," coming out as a huge success, it is also believed by crypto enthusiasts that the company will introduce NFTs into NIKELAND.
How Does NIKELAND Transform the Future of Gaming and Active Play?
NIKELAND's launch comes as part of Nike's mission to transform how sports is perceived across the world. The brand has been taking continuous initiatives to promote its mission, including a YouTube series, presented by young athletes, set to inspire and encourage viewers to get active.
In the long run, Nike looks forward to its metaverse hosting in-game versions of worldwide sporting events, such as online basketball matches during the playoffs and football tournaments during the World Cup.
What Is in the Store for the Visitors of NIKELAND?
Giving classic games a fresh twist, NIKELAND has a lot in store for its fans and avid Roblox players. The visitors can create, play, and experience a whole new world of their own. There's also a chance that the company may use the metaverse to gauge the popularity of its upcoming products or eventually allow top users to produce their own merchandise in collaboration with Nike.
- Unlimited Creativity and Competition
Buildings and fields inside NIKELAND comprise arenas for the Roblox community to experiment with their skills competing in mini-games. Through their Roblox avatars, the visitors can currently participate in old-school games, such as tag, trampoline, the floor is lava, and dodgeball. The creativity within the metaverse, however, is unbound. With the NIKELAND tool kit, the creators can design mini-games of their own from interactive sports materials.
- Real-Life Movement Impact
The metaverse makes an effort to encourage Gen Z and Gen Alpha for physical activities, as visitors can take advantage of accelerometers in their smartphones to translate their offline movement into online in-game moves. For example, players can move their bodies and phones to pull off in-game actions like speed runs, angled jumps, etc.
- Digital Showroom for Avatar Dress Up
Avatar dress-up and customization would probably be the most interesting and fun aspects of NIKELAND. The players can try on Nike gear from the digital showroom that includes the classics like the Air Force 1 and Nike Blazer, and new drops like the Air Max 2021 and Force 1 Fontanka. A complete host of Nike apparel staples like Nike Tech Pack and Nike ACG are available for players to suit up their avatars.
- Accessibility and Rewards
According to Nike, the virtual world is free to enter for all Roblox players, a bid to discredit the cost barrier of IRL sports. There are Blue Ribbons and Gold Medals as rewards for players who are competing against each other and exploring and expanding their yards. The Blue Ribbon rewards acquire building materials for yards, while the Gold Medals unlock cool virtual products and gear for avatars.
What Is Coming Next?
NIKELAND comes as a part of the footwear giant's more extensive efforts to make sport & play lifestyle inclusive and accessible for young consumers.
The movement continues this December as the brand brings the virtual world of Roblox and NIKELAND to life at Nike's New York City HOI (House of Innovation) via a special Snapchat lens. Through this lens, people visiting the kids' floor will see the space transforming into an AR (augmented reality) version of NIKELAND in all its glory, including all the signature avatars, accessories, reward medals, fun mini-games to play, and NIKELAND-inspired Easter eggs hunt.
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