Famous sportswear brand Nike has partnered up with game maker Roblox to create its own free virtual space called Nikeland. Filled with Nike buildings and arenas for players, the space was modeled after Nike’s headquarters in Beaverton, Oregon. In Nikeland, users will be able to play minigames like tag and dodgeball, interact with their friends, shop for real-world products in the digital showroom, and collect exclusive Nike swag for their avatars. Users with accelerometers in their smartphones will also be able to augment their online play by translating real-world physical movements into the game.

Zoom Out: Nikeland is Nike’s first venture into the metaverse. The company hopes to use the space to introduce its brand and connect with a new generation of athletes, leveraging Roblox’s 200 million monthly active users, most of who range from teenagers to younger than 12 years of age. Nikeland can also be home to immersive sports experiences in the future, allowing hosts to build around global sports events like the 2022 World Cup in Qatar. The digital showroom in Nikeland can also one day tease future product releases and allow users to co-create items with the company.

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