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Welcome to NIKELAND: The Swoosh Enters the Metaverse

The sneaker and apparel giant’s new digital world gamifies the Nike experience and offers fans new ways to meet, share, and compete.

Nike unveiled an all-new virtual universe called NIKELAND on Thursday, loudly announcing its official launch into the metaverse.

Partnering with online game platform Roblox, NIKELAND is a digital world inspired by Nike’s real-life Oregon headquarters. Currently free to use, members of the online community can meet, find new ways to express their creativity, and compete in minigames like tag, “floor is lava,” and dodgeball.

Visitors will also be able to use accelerometers on their mobile devices to compete in virtual speed runs or long jumps. And a digital showroom will allow you to outfit your digital NIKELAND avatar in Nike gear. Initial offerings will include the Air Force 1 and Nike Blazer classics, new Air Force drops, 2021 Air Max, and ACG, plus Nike Tech Pack apparel mainstays.

The last aspect is where Nike will try to make an enormous amount of metaverse revenue. Late last month, right before dropping the NBA’s city edition jerseys, Nike registered its signature trademarks to be used in a digital universe. The swoosh will use its marks on “downloadable virtual goods, namely, computer programs featuring footwear, clothing, headwear, eyewear, bags, sports bags, backpacks, sports equipment, art toys, and accessories for use online and in online virtual worlds.”

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The company also plans to have its digital goods available for purchase both online and at its physical retail store locations around the world.

Now that NIKELAND is officially here, users will inevitably pay to make their digital avatars to look as effortlessly cool as possible. Doing so will open a new world of revenue generation opportunities for Nike as the metaverse takeover continues.

About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.