Nike Launches New Digital Community and Experience in Metaverse

Nike is launching a new web3 digital community called .SWOOSH. The new metaverse experience uses blockchain-powered technology to offer a place for athletes, creators, collectors, and consumers to design their own Nike virtual creations. 

To ensure it is a safe, trusted space, .SWOOSH has its own domain: where Nike Members will be able to learn about and collect interactive digital objects, such as virtual shoes or jerseys, that community members will be able to wear in digital games and experiences. Some community members will be able to unlock access to physical products or events like one-on-one encounters with athletes or designers.  

“This approach meets consumers wherever they play and shop sport and offers a gateway into a new digital arena,” says Ron Faris, GM of Nike Virtual Studios. “We are shaping a marketplace of the future with an accessible platform for the web3-curious. In this new space, the .SWOOSH community and Nike can create, share, and benefit together."

The space is currently in beta, with registration to join opening soon. Nike plans to grow the platform by inviting in local communities that it supports across its diversity, equity, and inclusion initiatives. The brand will then skill-build with them so that they’re ready to participate.

Next year, Nike will debut its first digital collection, shaped by the platform's community. Members will be able to enter a community challenge to win the opportunity to co-create virtual product with Nike, and to earn royalties on the virtual product they help co-create.

The initiative aims to democratize the web3 experience so that everyone can collect, create, and own a piece of the new digital world.

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