Nike has developed a blockchain-based platform to serve as a “home” for all of its virtual creations – that is, “interactive digital objects such as virtual shoes or jerseys” for wearing “in digital games and immersive experiences.” In other words, NFTs.
Nike has instituted a blog on Medium to cover .Swoosh developments. According to the sole entry so far, “the game” as it “evolves over time” will enable members to “buy, trade, and co-create virtual products.” The entry continues: “some of you will get the chance to learn how to build virtual creations that can be worn in video games and experiences. And, for the select few creators who win our community challenges, you can earn a royalty from the virtual products you co-create with us.”
From this, it appears that the sportswear giant will to some degree be farming out – or, to coin a term, crowd-farming – the designs. According to Nike’s press release, members will also, at times, “be able to unlock access to physical product or events like intimate conversations with athletes or designers.”
Registration for .Swoosh – now in the beta stage – begins this month, and the first digital collection is due in 2023. Members will thereafter be eligible to “win the opportunity to co-create” virtual products and earn royalties on them.
There is no word so far on any involvement from RTFKT, the London- and Ethernet-based NFT creator, which Nike acquired last December. In April, RTFKT released the RTFKT x Nike Dunk Genesis CryptoKicks, available on the OpenSea platform. (A CryptoKick is a Nike-issued NFT sneaker; the company secured a patent for CryptoKicks in 2019.)
Nike’s sportswear competitors have been moving into the same territory. Adidas calls its initiative “Into the Metaverse” and has put together a timeline. Phase one, as we reported at the time, was “an Adidas Originals collaborative NFT drop with Bored Ape Yacht Club, gmoney and Punks Comic.” In phase two, NFT holders received a “phase 2 NFT” and a “mysterious airdrop.” Phase three, called “Unboxed,” is set to reveal the contents of the airdropped mysterious capsule collection on Nov. 16.
Meanwhile, Puma launched a metaverse site called Black Station in September, as we also reported. Its first limited-edition NFTs, associated with redeemable physical sneakers, made their debut at the company’s “Futrograde” show during New York Fashion Week.
