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Nike launches virtual world on Roblox encouraging users to get more active

Camilla Rydzek
19 November 2021

Sportswear brand Nike has launched an immersive world on 3D platform Roblox, allowing users to dress their avatars in nike clothes while encouraging them to move by playing virtual games such as tag.

Nike's immersive world, called Nikeland, uses the company's global company headquarters as its backdrop to its immersive world, allowing users to freely roam the space and play virtual games with friends such as the floor is lava or dodgeball.

If users play the game on a mobile device with an accelerometer they can transfer offline movement to online play, for example, by moving their device and body in real life they can pull off long jumps or speed runs in the virtual game.

"NIKELAND is free for anyone to visit and experience on Roblox, breaking down one of the biggest barriers to sport — access." said Nike.

nikeland nike 3D games

Nike's partnership with Roblox, a community-driven developer platform that allows users globally (about 9.5 million) to build their own immersive 3D experiences, shows how the company is dipping their toes into the metaverse.

While Nikeland only has a limited number of games programmed, users can also use the Nikeland toolkit to design their own mini-games.

A digital showroom allows users to outfit their Nikeland avatar with a selection of Nike products, including the Air Force 1 and Air Max 2021 sneakers.

Nike first started metaverse rumours when it announced at the beginning of this month that it was launching "virtual goods" trademarks filings.

According to the filing from the United States Patent and Trademark Office, the trademarks applications include two forms of the company’s “Swoosh” logo; the Jordan “Jumpman” and “Air Jordan” wings logo; the brand names Nike and Jordan, and the phrase “Just Do It” for downloadable goods in computer programs featuring footwear, clothing, headwear, eyewear, bags, sports bags, backpacks, sports equipment, art, toys and accessories for online use.

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