In early September it was Vans. Now Nike has established a virtual world on Roblox, the virtual environment and platform for multi-player video games. In Nike’s case, however, the move could relate to a whole new business. As we reported in December of last year, the American sportswear giant has received a patent in the U.S. for CryptoKicks, a concept founded on the blockchain – the same sort of computer ledger that underlies cryptocurrencies. One use of CryptoKicks is to create virtual collectibles, such as digital shoes. And in Nikeland, as the new virtual world is called, the user’s avatars can try on virtual versions of Nike products. But play is the preliminary focus. Nikeland’s buildings, fields and arenas are patterned after Nike’s headquarters in Beaverton, Oregon, and serve as settings for mini-games, such as tag, dodgeball and “The Floor Is Lava.” Eventually, Nikeland will serve up simulated games to mirror big sporting events such as the World Cup or the Super Bowl, while they play out in the real world. Accelerometers in mobile devices will translate physical movements into game moves and product fittings alike. At least for now, the public may enter and play free of charge. Nike and Roblox have worked together once before, on Nike Air Max Day in 2019.

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