Nike has become the first leading brand to enter the metaverse by revealing a virtual world modeled after its headquarters on video game platform Roblox.
The digital space, called NIKELAND, allows players to outfit their avatar with special Nike products and is free for anyone to visit on Roblox.
Visitors can currently play Tag, The Floor Is Lava and Dodgeball on the platform, which also lets creators design their own mini-games from interactive sports materials.
Metaverse is a shared virtual world where people in the form of avatars can interact with others, enjoy concerts and digitally shop.
The metaverse market is expected to reach $6.16 billion in 2021 and $41.62 billion by 2026, according to research firm Strategy Analytics.
“Nike created this bespoke world with the backdrop of its headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle,” the sportswear maker said in a news statement.
On NIKELAND, visitors can use the accelerometers in their mobile devices to transfer offline movement to online play, allowing real-life movement in the digital space.