Nike announced a partnership with Roblox to create a virtual world called Nikeland. Users will be able to dress up their avatars in Nike-branded footwear and apparel.
Nike said in a statement, “There’s a new place on Roblox for Nike fans to connect, create, share experiences, and compete: Nikeland. Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle.”
On Nikeland, visitors can use the accelerometers in their mobile devices to transfer offline movement to online play, allowing real-life movement in the digital space.
The virtual world includes Nike buildings, fields and arenas for players to compete in various mini-games, ranging from tag and dodgeball to “The Floor Is Lava.” The game is modeled after the company’s Beaverton headquarters.
“Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle,” Nike said.
Nike plans to bring Nikeland to IRL at Nike’s House of Innovation (HOI) in New York City with a special Snapchat lens. The lens allows people visiting the kids’ floor to see the space transformed into an augmented reality version of NIKELAND, including its signature avatars, games to play, and Nikeland-inspired Easter eggs to find.
According to CNBC, Nike in the future could host competitions tied to global sporting events. For instance, it could host soccer games when the 2022 World Cup kicks off in Qatar. Additional athlete and product integration is planned.
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Photo courtesy Nike
