The brand is moving beyond its ‘Nikeland’ experience with a new immersive digital platform connecting creators and buyers of virtual goods.
The global athletic brand is launching .Swoosh, a metaverse platform that has its own domain, welcome.swoosh.nike, and is designed to emable registered members to learn about, collect and eventually help co-create virtual products, which are typically interactive digital objects such as virtual shoes or jerseys.
Currently in beta, registration to join .Swoosh begins in November 2022. For the rest of the year, Nike will grow the platform by inviting in what is says will be a “diverse, equitable” community of users. The company then plans to introduce its first digital collection, shaped by .Swoosh member input, in 2023.
“This approach meets consumers wherever they play and shop sport and offers a gateway into a new digital arena, said 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.”
