- Nike said that it is teaming up with Roblox to build Nikeland, a virtual environment on Roblox’s online gaming platform.
- As the metaverse has gained prominence, firms such as Nike recognize the benefit of being able to interact with a new generation of athletes.
- This is not Nike’s first collaboration with Roblox. In 2019, the two collaborated for Nike Air Max Day.
Nike collaborates with Roblox
Nike, the world’s largest sportswear company, has ventured into the metaverse.
The Beaverton, Oregon-based firm said Thursday that it is teaming up with Roblox to build Nikeland, a virtual environment on Roblox’s online gaming platform.
Nike buildings, fields, and arenas are included in the virtual environment for users to engage in a variety of mini-games ranging from tag and dodgeball to “The Floor Is Lava.” It’s based on the real-life headquarters of the firm. Nikeland will be free of charge (for now).
In the future, the business intends to incorporate in-play moments that mimic worldwide athletic events. A soccer match during the World Cup or a flag football game during the Super Bowl are two examples. Nike stated that the virtual environment would be updated in the future to add athlete and product integration.
People who have accelerometers in their mobile devices will be able to leverage their real-world motions to fuel their online gaming. You may, for example, move your body in a leaping motion, and it will transfer in the virtual environment to improve the experience.
Users will also be able to access a digital showroom where they may outfit their avatar in everything Nike and view the company’s latest product offers. Items might be modeled by current Nike items or previous releases. Nike may potentially tease upcoming goods or encourage children to collaborate on design.
A method to test out items
As the metaverse has gained prominence, firms such as Nike recognize the benefit of being able to interact with a new generation of athletes and entice them to fall in love with the brand, which may ultimately translate into real-world sales.
Nikeland, according to Sam Poser, an analyst at Williams Trading who covers Nike, will be effective not just as a means to introduce the brand to children early on, but also for the information and usage as a testing ground for the brand.
He sees it as a method for Nike to test out different items to see what sticks. This is not Nike’s first collaboration with Roblox. In 2019, the two collaborated for Nike Air Max Day.
Nike has been discreetly preparing for the metaverse by recently submitting a slew of new trademarks suggesting its intention to create and sell virtual Nike footwear and items.
While Nike has seen the consequences of pandemic-related supply chain issues firsthand over the last year, digital has remained a bright light for the firm as consumer preferences shift.