Nike has teamed up with online gaming platform Roblox to create the new 'Nikeland' virtual brand world, the US sports giant has revealed on its website. Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal ‘to turn sport and play into a lifestyle.’
Buildings and fields inside Nikeland are inspired by Nike's real-life headquarters and hold detailed arenas for the Roblox community to test their skills competing in various mini games. At launch, visitors can participate in games such as tag, the floor is lava, and dodgeball with their friends. With the Nikeland tool kit, creators can also design their own mini games from interactive sports materials.
Of course, Nikeland also serves as a platform to promote Nike products: visitors can experience football in an official Roblox colorway of the Mercurial football boot or can gear up in classics like the Air Force 1 and Nike Blazer and in new drops like the Air Force 1 Fontanka and the Air Max 2021. All can be found in the digital showroom, along with a host of other Nike apparel staples like ACG and Nike Tech Pack.
Furthermore, the digital world will come to life at Nike’s House of Innovation (HOI) in New York City via Snapchat in December. A special Snapchat lens allows people visiting the kids’ floor to see the space transformed into an augmented reality version of Nikeland, including its signature avatars, fun games, and Nikeland-inspired Easter eggs to find.