The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Nike Inc. is opening its own world in the metaverse.
The sportswear giant is partnering with video-game platform Roblox on Nikeland, a free-to-play virtual world with games like dodgeball and floor-is-lava, it said Thursday in a statement. It’s designed after the real-life Nike headquarters in Beaverton, Oregon.
Players will be able to outfit their characters in digital versions of Nike products like Air Max sneakers. The Nikeland website is promoting exclusive items like caps and backpacks.
Nike recently filed seven requests with the U.S. Patent and Trademark Office to protect its marks for “downloadable virtual goods,” signalling the company’s intent to offer digital products as shoppers become more interested in them.
Learn more:
Dematerialisation: Why the Metaverse Is Fashion’s Next Goldmine
BoF’s guide to digital assets in fashion, examining the metaverse and underlying technological, social and consumer shifts, plus our playbook for companies to explore this new frontier.
From the day-of dress code to British brands hopping on board, BoF breaks down all the sartorial details of the historic day
Attendees stayed on dress code — with some over-the-top interpretations — for the annual event, which paid homage to the late designer.
Join us for our next #BoFLIVE on Thursday, February 16 at 15:00 GMT / 10:00 EST, based on our latest case Study How to Build a Profitable DTC Brand. BoF’s deputy editor Brian Baskin along with DTC correspondent Malique Morris and chief marketing officer of UK-based beauty brand Trinny London, Shira Feuer explore blueprints for growing a profitable brand.
The 10 themes in The State of Fashion 2023, the authoritative annual report from The Business of Fashion and McKinsey & Company, highlight how businesses can deploy realistic yet bold strategies to drive growth, even amid challenging times.