Nike launches Nikeland experience in New York City in collaboration with Roblox

Nike has launched its Nikeland Roblox experience at the sportswear giant’s store on New York City’s fifth avenue.

The first floor of Nike NYC features visual elements decked out in the Nikeland theme including augmented reality (AR) features through Snapchat Lenses offer avatars and games.

The inspiration behind Nikeland is to turn “sport and play in to a lifestyle,” according to Nike.

The buildings and fields inside the virtual world are inspired by Nike’s real life headquarters in Oregon, with each space housing a detailed arena for the Roblox community to test their skills in a number of mini-games.

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

Creators and users are also able to design their own mini-games from interactive sports materials built into the world.

Visitors can take advantage of accelerometers in their mobile devices to transfer offline movement to online play. For example, they can move their device and body in real life to pull off in-game moves like long jumps or speed runs.

The Nikeland digital showroom will allow people to outfit their avatars with Nike products.

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