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NIKELAND has Found its King

King James has entered the metaverse, jumping into NIKELAND with hopes of encouraging hoopers in both digital and physical realms.

Last fall, Nike announced it was joining the metaverse through NIKELAND, a web3 world powered by Roblox.

And this spring, NIKELAND will add perhaps the brand’s biggest star when LeBron James makes his debut to help reshape the future of hoops.

Holding court on NIKELAND’s new blacktop, King James is offering basketball insight and mini-games in the metaverse as a way to inspire athletes in the physical realm. From now until Feb. 21, games will take place at the virtual Chosen 1’s arena with LeBron rooting on contestants as they compete — allowing the opportunity to unlock virtual experiences and products along the way.

Those balling within NIKELAND and moving in the physical world will compete for access to virtual releases. This spring’s Nike LeBron 19 “The Chosen 1” as well as this summer’s Nike LeBron 19 “Bron Bites” will first launch at the NIKELAND Showroom before hitting SNKRS.

LeBron has been known to make waves, wherever he moves. The four-time champion first made “The Decision” to leave Cleveland for Miami in 2010, and then returned to his native Ohio for another stint from 2014-18 before reshuffling the league entirely by signing with the Los Angeles Lakers in 2018.

The 18-time All-Star embarking into the metaverse is only his latest leap.

Before diving deep into web3, LeBron went 2D by starring in his Space Jam sequel last summer and releasing shoes of the same spirit. Where footwear is concerned, 2022 is said to see Nike look back through retro LeBron releases while simultaneously moving forward in the metaverse.

The timing of the NIKELAND announcement coincides with LeBron’s Crypto.com commercial that aired during Sunday’s Super Bowl LVI:

Luckily, LeBron won’t be alone in the digital realm. His son, Bronny, is also eyeing a move to web3.

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About The Author
Ian Stonebrook
Ian Stonebrook
Ian Stonebrook is a Staff Writer covering culture, sports, and fashion for Boardroom. Prior to signing on, Ian spent a decade at Nice Kicks as a writer and editor. Over the course of his career, he's been published by the likes of Complex, Jordan Brand, GOAT, Cali BBQ Media, SoleSavy, and 19Nine. Ian spends all his free time hooping and he's heard on multiple occasions that Drake and Nas have read his work, so that's pretty tight.