Nike is taking the first step towards the meta world through an immersive new Roblox platform, an online sports park, and displays showing the brand's new and old products. Such a move may occur after reports in recent weeks that the company has applied for trademarks related to virtual sports shoes and clothing.
Nonetheless, Nikeland is another signal that blue-chip marketers are taking Metaverse seriously because they are trying to link digital and real-world strategies to attract young consumers who are familiar with the game while opposing traditional advertising strategies. Other companies such as Vans, Chipotle and Hyundai are also experimenting with promotions on Roblox. Roblox executives said that the recent Vans World event has similarities with Nikeland, such as online games and virtual try-on, which attracted more than 40 million visits.
Nike has laid some foundations before mainstreaming the metaverse as a concept. Its Air Jordan brand previously abandoned the digital version of its sneakers in Fortnite.
But Nike Park is much broader in scope and seems to be a long-term game that encourages repeated visits. Nike provides users with a number of activities for users to participate in, but also shared a Nikeland toolkit so that creators can design their own mini games and interactive sports materials. Players compete, explore and find Easter eggs in space, and will receive blue ribbons and gold medals. These rewards can then be used to unlock virtual products for their avatars and obtain more in-game materials.
According to the company, what supports Nikeland is the idea of a visit. Roblox players can enter the venue for free to solve the cost barriers of real sports. Nikeland is part of a larger effort by marketers to transform sports and entertainment into an inclusive and accessible lifestyle for young consumers. The initiative also includes the establishment of the Nike Sports Committee, a new group of young athletes and creators who will work directly with Nike to try to measure what Gen Alpha wants from sports.
Nikeland won another victory for Roblox, and it has become the leading meta-festival contender in the gaming category. The platform went public in March, and third-quarter revenue increased 102% year-on-year to US$509.3 million. The average daily users reached 47.3 million, a year-on-year increase of 31%. When discussing the results with analysts, executives described the advertising as a "huge opportunity."
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