The Beaverton, Oregon company announced on Thursday that it has partnered with Roblox to create a virtual world on Roblox's online gaming platform called Nikeland. This virtual world contains Nike buildings, various fields and arenas where players can compete in various mini-games. It has also been announced that Nikeland will be free for now. We don't think this situation will last long. The company also plans to integrate simulations into playgrounds, which include a football match during the World Cup or a flag football match during the Super Bowl. In this way, Nike also announced that it will continue to update the virtual world to include athlete and product integration.
So, how will users enter this world?
People with accelerometers on their mobile devices will be able to use real-world movements on the online platform. For example, you can move your body in a jumping motion, and the experience will occur in the same way in the virtual world. Users will also be able to enter a digital showroom to dress up their avatars with Nike products and peruse the company's latest product offerings. Products in the showroom can be modeled after real Nike products or past launches.
As the Metaverse comes to the fore, companies like Nike seem to be able to gain the opportunity to connect with the next generation of athletes and create brand equity, brand loyalty or love that could eventually result in sales.
