Nike has partnered with Roblox to create a virtual world called NIKELAND on Roblox’s online gaming platform.
NIKELAND is a digital world based on the company’s real-life headquarters where Nike fans can interact, create, share experiences, and compete.
And players can also participate in numerous mini-games ranging from tag and dodgeball to ‘the floor is lava’ in the virtual environment, which contains a simulation of Nike headquarters, fields, and arenas.
“Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle,” the company said.
Users at NIKELAND can use their mobile devices’ accelerometers to translate their offline movement into online in-game actions. For example, You can move your device and body in real life to do impressive in-game actions like long leaps and fast runs. There’s also a digital showroom where users can purchase Nike swag for their avatar.
Nike plans to hold tournaments related to major athletic events. It might, for example, have soccer matches when Qatar hosts the 2022 World Cup or a flag football game during the Super Bowl on NIKELAND. The showroom might also be used to tease upcoming product launches and allow users to co-create items in the future.
Roblox is one of the most popular games among kids and teens, with an estimated monthly active user base of over 200 million. Nike is giving these young people opportunities to become customers in the real world by providing a free environment to connect with the brand.
Nike, like Meta and Microsoft, recognises the benefit of connecting with a new generation of athletes and getting them to fall in love with the brand.
What should we expect? Real-world purchases aplenty.