Nike Joins the Metaverse with the NIKELAND 3D Space
With the company Facebook changing its name to Meta, referencing the metaverse - an iteration of the internet with persistent online 3-D virtual environments, everyone's attention was set on this new market or "world" brands were starting to investigate. This new interest in the metaverse also picked up that Nike has its eye on worlds created on the internet too. The Swoosh filed a handful of new trademarks for the release of branded virtual sneakers and apparel which essentially confirmed that it would be expanding its initiatives into the metaverse.
Come to this week, and Nike have officially unveiled NIKELAND 3D in the video game Roblox.
There are several components of this new feature, the first being that all of Nike’s actual headquarters and arenas have been transformed into digital form for users to put their skills to the test in a series of mini games such as tag, the floor is lava and dodgeball. Creators also have the opportunity to form their own mini-games from the interactive sports materials at their dispense.
Other features of NIKELAND include the ability to move your device and body IRL and execute in-game moves such as long jumps or speed runs, peruse through the digital showroom to get dressed up in classic footwear pieces like the Air Force 1, Nike Blazer, Air Max 2021 or the official Mercurial football boot Roblox colorway and apparel products like the ACG line and Tech Pack offerings.
You can learn more on Nike’s blog here