NIKELAND on Roblox
Nike launches its own Metaverse on Roblox: NIKELAND.
Nike is breaking new ground in immersive digital experiences with NIKELAND, a 3D virtual world set against the backdrop of the iconic sportswear brand’s headquarters. Here, players can come together and engage in a range of games, from classic tag and “the floor is lava,” to high-energy dodgeball matches. With the NIKELAND toolkit, creative users can even design their own custom mini-games using a wide range of interactive sports elements. And, with the integration of mobile accelerometers, players can bring their offline movements into the virtual realm. Built around Nike’s mission to turn sport into a lifestyle, NIKELAND is a free-to-visit destination that offers a new level of interactivity and engagement.
What is Roblox?
Roblox is a popular online platform for building and playing games. It is primarily used by children and teenagers and offers a wide variety of games and other virtual experiences created by its users. Users can create their own games and virtual environments using the platform’s tools, and can also play games created by others. Roblox is available on various platforms, including PC, mobile, and Xbox.
Why are fashion brands expanding to the game platforms?
Fashion brands are storming into game platforms, such as Roblox and Minecraft, as they look to tap into the vast and growing communities of young, digitally-savvy players. These brands are seeking to create innovative and engaging virtual experiences that showcase their products while building deeper connections with consumers – but also with consumers they yet haven’t built a relationship with. For the fashion industry, game platforms present a unique opportunity to challenge traditional marketing strategies and reach a new, hyper-engaged audience. As these platforms continue to grow and evolve, fashion brands will likely continue to play an increasingly important role in establishing virtual fashion as a real product – with or without physical replicas.
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