Sports brand Nike launches Nikeland on Roblox

Amercan Sports giant Nike has taken a step into the metaverse. The Company announced on Thursday that it is partnering with Roblox to create a virtual world called Nikeland.

The virtual world includes Nike buildings, fields and arenas for players to compete in various mini-games, ranging from tag and dodgeball to “The Floor Is Lava.” The virtual world is modeled after the company’s real-life headquarters. Nikeland will be free.

Nikeland on Roblox official launch trailer

The company eventually plans to integrate in-play moments that emulate global sporting events. Examples may include a soccer event during the World Cup or a flag football game during the Super Bowl. Nike said it will continue to update the virtual world to include athlete and product integration.

People with accelerometers in their mobile devices will be able to use real-world movements to power their online play. For example, you can move your body in a jumping motion and it will translate in the virtual world to enhance the experience.

Users will also be able to enter a digital showroom to dress their avatar in everything Nike and check out the company’s latest product offerings. Items could be modeled after real-life Nike products being offered or from past launches. Nike could also tease future products or allow kids to co-create items.

“If they know a bunch of kids are wearing it on Nikeland, then they will then come out with it in the physical world,” said Poser.

Nike has quietly been preparing for the metaverse by recently filing a host of new trademarks indicating its intent to make and sell virtual Nike-branded sneakers and apparel.

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