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New Balance makes plans for metaverse entrance

Jeremy Lim
20 January 2022

With sportswear giants Nike and Adidas securing their lead in the metaverse, New Balance is reportedly following their footsteps in its venture into the virtual space.

Trademark attorney Josh Gerben recently unveiled on Twitter that the Boston-based sportswear brand had filed for three trademarks on 13 January 2022.

According to the filings, New Balance are to produce goods for the virtual world, including its own branded clothing, footwear, sportswear accessories and equipment. The filing also entails the goods to be used in virtual retail store services, and allow New Balance to use these goods for entertainment purposes online.

New Balance has yet to make an official announcement about its metaverse plans.

In December 2021, Adidas released its first NFT collection, "Into the Metaverse". Owners of the NFTs received exclusive access to virtual experiences and products including virtual items for blockchain-based gaming world, The Sandbox and exclusive physical products. The German brand also purchased a plot of land in the Sandbox to build an 'AdiVerse".

Nike forged a different path in its metaverse venture, having filed similar "virtual goods" trademark patents. The brand launched Nikeland on global gaming platform, Roblox, before acquiring virtual shoe company and NFT studio, RTFKT. The deal puts Nike in charge of a leading creator of virtual trainers in the metaverse with one of the most-traded NFT collection.

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