Innovation is in the DNA of sportswear brand Nike. Here we look at how it is leveraging the very latest technology trends such as the metaverse, Web3, and NFTs to create better customer experiences in the digital and the real world.

1. THE AMAZING WAYS NIKE IS USING
THE METAVERSE, WEB3 AND NFTs

2. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
Innovation is in the DNA of sportswear brand Nike. Here we look at how it is
leveraging the very latest technology trends such as the metaverse, Web3, and
NFTs to create better customer experiences in the digital and the real world.
THE AMAZING WAYS NIKE IS USING THE
METAVERSE, WEB3 AND NFTs

3. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
Sports manufacturer Nike has always been at the forefront of digital
transformation. Artificial intelligence (AI), e-commerce, and in-store experiential
technology have been integral to the brand’s strategy for many years. More
recently, it has moved to capitalize on the excitement around new concepts such
as the metaverse, NFTs, and web3. Here's an overview of some of the ways Nike
leverages these technologies to remain relevant and on the cultural cutting-
edge.

4. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
NIKE AND THE METAVERSE
Nikeland is Nike’s purpose-built metaverse space that uses the Roblox platform to
allow its fans to meet, socialize, take part in promotions and engage with a whole
range of brand experiences.
“Metaverse” is a term used to describe the new breed of platform-based virtual
worlds, which users explore and interact with as avatars of themselves. Of course,
there have always been virtual spaces where users can play games, chat and
socialize, or work. What makes a metaverse environment different is that we can do
any or all of those things, plus a whole lot more, within one persistent environment
and set of rules.

5. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
According to Nike, 7 million visitors have spent time in Nikeland since it launched in November 2021. While
there, they have been able to enjoy celebrity appearances from sports stars, including LeBron James, as well
as buy exclusive digital products to decorate their avatars with. The items are not restricted to Nikeworld
and can be worn as their avatars travel to other Roblox environments – essentially turning the visitors into
digital brand ambassadors. They can also test their reactions and strategy skills with a number of games,
with the opportunity to win even more products and rewards.
Each visitor to Nikeland also becomes a custodian of their own "yard" – a personal space within Nikeworld
that can be used to show off their collectibles and decorated to suit their personality.
Nike is leading the way when it comes to brands demonstrating that a “sell the lifestyle” ethos can work just
as effectively in the digital world as it does in the real world. In this way, it has successfully transplanted its
ability to cultivate an aspirational mindset into the virtual domain, both in terms of desirable, fashionable
products that users can own and through competition, challenges, and the ability to show off high scores
and achievements. This means it serves as a great demonstration of a brand that has aligned digital
transformation with its existing identity and ideals.

6. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
Nike was also very quick to capitalize on the trend of NFTs. These are tokens that live on a
blockchain and can be used to create digital assets that are essentially unique and one-of-
a-kind. Whereas most digital items (a JPG image, or an MP3 tune, for example) can be
duplicated an infinite amount of times, an NFT is a unique piece of digital data that can be
attached to any other digital item, theoretically imparting that uniqueness onto the item.
Nike demonstrated how keen it was on the idea of NFTs in December last year when it
purchased RTFKT Studios, a maker of “next-generation” NFT collectibles. It’s not hard to
understand the appeal of the studio to the sportswear manufacturer when you learn that it
managed to sell 600 pairs of NFT sneakers in just six minutes, for a total of $3.1 million.
WEB3 AND NFTs

7. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
Nike’s first collection of NFT sneakers created in conjunction with RTFKT Studios is
called CryotoKicks Dunk Genesis, and once they own them, users can customize them
using "skin vials." These vials can be created by different designers, adding special
effects and patterns to the base sneakers.
This is an indication that Nike clearly understands the value of personalization to
consumers today – particularly younger millennials and Generation Z, many of whom
value unique, one-of-a-kind or customized items over identikit, mass-produced
goods.

8. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
EXPERIENTIAL STORES
Nike's latest adventures in digital transformation aren't solely limited to virtual and digital
worlds. Its real-world, bricks 'n' mortar stores are also becoming showcases for ways the
brand is leveraging new technology.
In its New York flagship store, the idea is that encouraging users to engage with and
experience the brand through sport and technology is equally important as encouraging
them to buy products. They can shoot hoops on the in-store baseball court, complete with
cameras and video screens to capture and playback highlights in real-time. Or they can
work up a sweat on a treadmill that simulates running in the great outdoors. They can also
customize shoes to look however they like before buying them and get advice from trainers
and coaches who are always on hand.

9. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
The keyword here is experience. In a world where consumers say that having a
positive experience with a brand is more important than factors such as price
when it comes to making buying decisions, Nike is hoping that technology will
create memorable shopping and leisure experiences that will build strong
bonds between customers and the brand. This will mean they will be more
likely to look for the famous swoosh logo next time they are in the market for
sporting goods – of the real or virtual variety.

10. © 2021 Bernard Marr, Bernard Marr & Co. All rights reserved
To stay on top of the latest on the metaverse and wider business and tech trends, make
sure to subscribe to my newsletter and have a look at my new book, Extended Reality in
Practice: 100+ Amazing Ways Virtual, Augmented, and Mixed Reality Are Changing
Business and Society (which just won Business Book of the Year 2022 in the Specialist
Book category).
And of course, you can follow me on Twitter, LinkedIn, and YouTube and explore
my website for more content.

11. © 2021 Bernard Marr , Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker,
futurist, and a strategic business & technology advisor to governments and
companies. He helps organisations improve their business performance, use data
more intelligently, and understand the implications of new technologies such as
artificial intelligence, big data, blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is
a frequent contributor to the World Economic Forum and writes a regular column for
Forbes. Every day Bernard actively engages his 1.5 million social media followers
and shares content that reaches millions of readers.

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