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.
Join us for the BoF VOICES 2023 livestream, taking place from Tuesday, November 28 to Thursday, November 30, to examine the cultural, technological and economic forces shaping the global fashion, luxury and beauty landscape.
Join our annual gathering for big thinkers from Tuesday, November 28 to Thursday, November 30 as we unite the movers, shakers and trailblazers of the global fashion, luxury and beauty industries with the thought leaders, entrepreneurs and inspiring people shaping the wider world.
We are delighted to announce the speakers from across the worlds of film, music, philanthropy, activism, contemporary art, architecture and design who will be joining us at BoF VOICES 2023, from November 28 to November 30. Register for the global livestream.
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