Nike makes first foray into Metaverse with ‘Nikeland’ on Roblox

Nike has unveiled a bespoke, immersive world called Nikeland in Roblox, designed after the company’s world headquarters. 

The virtual world features Nike buildings, arenas and fields where players can compete in mini-games including dodgeball, tag and ‘the floor is lava’. 

A digital showroom also lets users dress their virtual characters in Nike’s latest digital products including classics such as the brand’s Air Force 1, Nike Blazer, Air Force 1 Fontanka and Air Max 2021, alongside an exclusive Roblox design of the Mercurial Football Boot. 

“Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle,” the sportswear company said.

READ MORE: Nike leaked patents reveal metaverse plans

Users with accelerometers in their mobile devices will also be able to use real-world movements to power their online play.

Nike plans to bring the immersive world of Roblox and Nikeland to life at Nike’s NYC HOI with a special Snapchat lens. 

The lens allows people visiting the kids’ floor to see the space transformed into an augmented reality version of Nikeland, including its signature avatars, fun games to play, and Nikeland-inspired Easter eggs to find.

The move comes as Nike recently filed a host of new trademarks, indicating its intent to enter the metaverse and to make and sell branded virtual goods. 

The global metaverse market is expected to reach $41.62 billion by 2026, according to research firm Strategy Analytics. 

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