Nike launched its own virtual world within the online video game platform Roblox. Is about ‘Nikeland’, a space where players can interact in free sports games and use signature items in their digital version. With this step, Nike becomes one of the first major brands to take a step forward towards the Metaverso what is developing Mark Zuckerberg.
Nike via Nike News
“Nike created this bespoke world against the backdrop of its world headquarters and within Roblox’s immersive 3D space, based on its goal of making sport and gaming a lifestyle”, Nike said in a release.
Nikeland It is an immersive virtual experience, where participants can perform sports activities and compete against other players in swimming, athletics or parkour events.
“The buildings and fields within Nikeland are inspired by Nike’s real-life headquarters and host detailed settings for the Roblox community to put their skills to the test by competing in various mini-games.”added the sportswear and accessories maker.
Among the minigames it includes are ‘The floor is lava’, ‘Dodgeball’ and ‘Tag’, which in Mexico would be the equivalent of ‘The floor is lava’, ‘Burned’ and ‘You bring them’ or trapped. It also offers the possibility of create your own mini-games from simple design tools and interactive materials developed by the firm.
— Nike (@Nike) November 18, 2021
To play, gamers can use your smartphone’s accelerometer to record your physical movements and monitor your avatar online. That is, something similar to how the Nintendo Wii works.
“For example, you can move your device and your body in real life to perform great movements in the game, such as long jumps or sprints.”, the company notes.
Sure you can get Nike items at Nikeland
An important part of the strategy is to offer virtual garments of the brand, so that users “wear” their avatars. Players will be able to receive these items as rewards as they compete in various activities within Nikeland.
Image via Nike News.
In this immersive universe, players will find a digital showroom where they can find everything from “basic” garments to super special products. For example, some exclusive Mercurial football boots in the official Roblox colors.
The next step: bringing the virtual into the real world
If in real life the motto of Nike it is “Just do it” (just do it), in Nikeland the premise is “Dream it. Make it. Play it” (Dream it. Do it. Play it.).
The brand wants to merge its digital space with the physical one. Therefore, starting next month, the firm will have an experience of augmented reality at its New York flagship store. Thanks to a filter Snapchat, users will be able to recreate, in the physical environment, the virtual reality of the Nikeland universe.
“Nike’s commitment to inspiring the advancement and innovation of the future of sports experiences will continue this December, when the brand brings the immersive world of Roblox and Nikeland to life at Nike’s HOI (House of Innovation) in New York.”explains the company.
“This filter will allow people who visit the floor reserved for children’s collections to see the space transformed into an augmented reality version of Nikeland”they add. This will include “Their avatars, fun games and an egg hunt inspired by the version that can be played from Nikeland”.
Nike prepared well to enter the Metaverse
Last October 27 and 28, Nike filed 7 registration requests for its different brands, slogans and logos before the United States Patent and Trademark Office (USPTO). This in order to convert them into trademarks for the commercialization of a wide range of articles in digital media.
The dates coincide with the Meta official launch, the new matrix that includes the companies of Mark Zuckerberg, like Facebook, Instagram, WhatsApp, and Oculus. Perhaps for this reason and foreseeing the future of Metaverso, Nike decided to acquire the patents for its brands.
What draws the attention of specialists is that Nike has chosen Roblox to launch its virtual universe, since its user base is made up mostly of children, adolescents and young adults.
Here we leave you the presentation video of Nikeland, tell us what you think:
We would love to say thanks to the author of this article for this amazing content
Nike gets ahead of the Metaverse and creates ‘Nikeland’, its own virtual world on Roblox