In collaboration with Roblox, sporting goods manufacturer Nike is experimenting with metaverse commerce and NFTs. The group is today publishing a first intermediate result on attendance and campaigns.
The “Nikeland” exists in the Roblox universe and attracts users with ideas of sports and digital games. Of course, entertainment is only a means to the real goal: Metaverse commerce. Nike sells digital footwear, apparel, and accessories for Roblox avatars at Nikeland.
Seven million visits in five months
In an investor call on the current quarterly numbers, Nike CEO John Donahoe talks about the development of the new line of business and new investments in Metaverse.
Since Nikeland opened in Roblox in November 2021, 6.7 million people from 224 countries have reportedly taken advantage of the offer. Donahoe doesn’t specifically mention Nikeland’s sales numbers, but does talk about monetization and activation strategies.
Among others, Nike took over the start-up RTFKT, which specializes in digital objects, last December. NFT with the Nike brand published. Donahoe sees the move as “Nike’s first step into the world of digital products” and promises further investment.
“We’re thrilled with the positive momentum and energy we’re already seeing in this space, and we’re excited for the future as we continue to expand our digital leadership in the industry,” Donahoe said.
Nike’s digital arm is the fastest growing division of the company, accounting for 26% of total Nike brand sales. Nike has already filed a patent for its own Metaverse world, the Nikeverse.
Nike takes LeBron James to Nikeland
In the context of Nikeland, the Nike boss specifically refers to a collaboration with NBA star LeBron James, who visited Nikeland as an avatar during All-Star Week in mid-February 2022 and interacted with the Roblox community. LeBron James “formed” avatars on the Nikeland basketball court to earn virtual merchandise during and after the event.
The fact that real-world stars appear in virtual worlds and attract visitors becomes a relevant marketing mechanism, especially through Fortnite concerts attended by millions of young people. Platforms like Roblox or Fortnite, which already have millions of users in a young target, are therefore made for brand appearances à la Nikeland.
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