On October 27th, NIKE, Inc. filed applications with the U.S. Patent and Trademark Office for the use of its swoosh and Jumpman logos, among other branding materials, on virtual goods. The news broke shortly after Meta – formerly Facebook – shared the most comprehensive public briefing about its future plans revolving around the metaverse, a “digital universe” made of up virtual and augmented reality. Today, the North American sportswear behemoth has announced its first full-fledge foray into the emerging space: NIKELAND on Roblox.
For the uninitiated, Roblox is an online game platform and game creation system founded in September 2006. With a daily active-user base of 43.2 million, it’s one of the largest digital destination on the internet, boasting over 24 million user-created experiences. These “experiences” range from amusement park building simulators to reimagined titles the likes of League of Legends and Call of Duty. While the Roblox Corporation has implemented some guidelines onto the platform, in particular as it relates to what can be written and shared by players, it’s fostered a sense of creativity, imagination and expression that’s made Roblox the perfect backdrop for NIKELAND.
Effectively a virtual version of the Nike World Headquarters in Beaverton, Ore., NIKELAND blends sport and play with lifestyle. Users on the Roblox platform can visit the digital world to walk in buildings modeled after places like the real life-LeBron James Innovation Center. Visitors can also participate in tag, dodgeball and other activities with others stopping by the expansive campus. Additionally, users will have access to the NIKELAND tool kit in order to create their own mini-games; the decision is based on the Swoosh and Roblox’s encouragement of dreams and action.
Beyond serving as the sportswear company’s presence in the virtual world, NIKELAND further connects what’s digital with real life. Players on mobile devices are encouraged to get active when playing certain mini-games, as the accelerometers in phones and tablets will transfer offline movement into online progress. NIKELAND avatars will also be able to show-off certain threads and sneakers the player owns in real life via a digital showroom. Inversely, Nike’s online creation will come to the brand’s House of Innovation (HOI) in New York City in December. Powered by Snapchat, the experience will transform the shop’s kid’s section into an augmented reality version of NIKELAND so that visitors can enjoy Roblox’s avatars, activities and more while at the retail location. All in all, the collaboration delivers a glimpse of the future.
For real, tangible products from the brand, check out all Nike Air Max 1 releases scheduled for 2022, the sneaker’s 35th anniversary.
Source: Nike News
