Nike claims almost seven million people have visited Roblox micro metaverse - NIKELAND 1

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Almost seven million people visiting NIKELAND is an impressive achievement for Nike and an indication of how a metaverse project can be done successfully

Quick read

➨ Almost seven million people have visited NIKELAND, the first major metaverse project from Nike, since it launched in November
➨ NIKELAND was built in the hugely popular Roblox game and meets the definition of ‘metaverse’ project for focusing on a 3D virtual environment where people can see and interact with its brand in huge numbers
➨ Nike has used sports stars such as LeBron James to visit NIKELAND on Roblox to interact with users, who are then rewarded with the ability to unlock virtual products

The story

Almost seven million people have visited NIKELAND, the first major metaverse project from Nike, since it launched in November.

The Drum reported the figure, revealed by Nike’s chief executive and president Jack Donahoe during a 2022 Q3 earnings call, earlier this week.

It’s an impressive achievement for the sporting goods brand and an indication of how a metaverse project can be done successfully.

NIKELAND (pictured above and below) was built in the hugely popular Roblox game and meets the definition of ‘metaverse’ project for focusing on a 3D virtual environment where people can see and interact with its brand in huge numbers.

Nike claims almost seven million people have visited Roblox micro metaverse - NIKELAND 3
Nike claims almost seven million people have visited Roblox micro metaverse - NIKELAND 4
NIKELAND

The “micro metaverse”, as The Drum rather neatly put it, is designed as a “a new place on Roblox for Nike fans to connect, create, share experiences and compete”. 

From launch, visitors to NIKELAND could play games such as tag and dodgeball, as well as use a toolkit to create their own mini-games. Crucially for Nike, they could also try on virtual products.

Nike has used sports stars such as LeBron James to visit NIKELAND on Roblox to interact with users, who are then rewarded with the ability to unlock virtual products.

It’s this kind of marketing experience that’s possible on only a few kinds of platforms, specifically ones that deliver 3D visuals, spatial capabilities and a sense of presence. Roblox is one, virtual reality is another.

Another part of Nike’s metaverse strategy is the creation and launch of non-fungible tokens (NFTs), following the company’s acquisition of agency RTFKT in December 2021.

Nike has already released the first official Nike-branded NFT and has relaunched RTFKT as Nike Virtual Studios “to take our best-in-class experiences in digital and build web3 products and experiences to scale this community so that Nike and our members can create, share and benefit together”, according to Donahoe.

The company’s efforts in the metaverse appear to be paying off, with NIKE Brand Digital sales increasing 19% in Q3. It also reportedly grew its ad spend by 20% across the quarter to capitalise on sales growth in real-world and virtual products.

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Image: Nike

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