Popular sports brand Nike announced on Thursday that it will establish its own metaverse space NIKELAND, an initiative realized in partnership with major online game platform ‘ROBLOX’.
Robrox is a leading online free-to-play gaming platform where users can create their own games. Users can also make in-game purchases via the platform’s virtual currency ‘Robux’.
As per the latest announcement, the digital space ‘NIKELAND’ will allow users to outfit their avatar with special Nike goods. Moreover, visitors can change their avatar to a new Nike product in the showroom and try on the popular classic Air Force 1 and new original products.
In the metaverse, users can play “Tag”, “The Floor Is Lava” and “Dodgeball” on the platform, which are available for free to play for anyone to visit on Roblox. In addition, visitors can also create new mini-games with the Nike Land Toolkit.
Nike also revealed that it has plans to collaborate with NIKELAND on global sporting events in the future. The company explained that it is also considering collaborating with athletes and products when games such as the World Cup and Super Bowl are held.
“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 announcement read.
