According to Nike, the company’s metaverse store, Nikeland, which is hosted within Roblox, has been visited by 6.7 million people from around the globe since its launch in November 2021.
Within the virtual store, consumers can try on shoes and other products. Additionally, Nike’s metaverse presence includes games, such as dodgeball, for users to take part in. Nike credits NBA All-Star week with increasing the metaverse store’s traffic.
Jack Donahoe, president and chief executive of Nike, states in a Q3 earnings call, “During NBA All-Star Week, LeBron James visited Nikeland on Roblox to inspire its community towards physical movement in play.” While there, Lebron James interacted with and coached players on the Nikeland Court.
“We plan to continue driving energy there with virtual products like LeBron 19 styles special to Roblox,” added Donahoe.
Clothing in the Metaverse
Nike is just one among many apparel and accessory companies making the shift to virtual products. Metaverse pioneer Roblox also hosts a virtual store for famous brand, Forever21. Likewise, Ralph Lauren and Roblox partnered for a holiday event in December. Additionally, Kate Moss is to appear in Drest, a fashion and gaming metaverse.
Nike’s primary source of revenue in the metaverse is Nike-brand NFTs and is an early adopter of the growing trend to create virtual goods that are also available for purchase as physical goods. The company’s acquisition of RTFKT, an AR/MR studio, in December 2021, allows it to further its metaverse ambitions. In the same vein, Nike launched Nike Virtual Studios to bring its products into the virtual realm.
“With Nike Virtual Studios, our vision is to take our best-in-class experiences in digital and build web3 products and experiences to scale this community so that Nike and our members can create, share and benefit together,” said Donahoe.