Nike launches ‘Nikeland’ on Roblox

Sportswear giant Nike has unveiled a new virtual world through the online digital platform Roblox called ‘Nikeland’.

The custom environment, created by Nike, transforms the brand into an immersive 3D space with Nike’s headquarters in the background. Buildings and fields in the virtual world are directly inspired by the real location, including areas where gamers can participate in mini-games.

A digital showroom will also be featured in the virtual world, where a selection of Nike products can be worn by the in-game avatars. Items include Nike’s Mercurial football boot, Air Force 1 and Nike Blazer, as well as a number of Nike apparel.

Beeld: Nike x Roblox

To get kids moving, the two companies implemented an activity tracker that allows offline movements to be transferred to the online game. By moving a device, you can make movements in the game such as jumps or sprints.

The launch of Nikeland is part of Nike’s goal to make sports and play a lifestyle for children. The brand has already launched a number of initiatives in this area, including a YouTube series featuring young athletes who want to encourage viewers to get active.

By launching Nikeland on Roblox, Nike hopes to further strengthen that mission, as the digital platform, aimed at younger players, has more than 200 million active users, according to an April 2020 report from the company. Other influential brands have also taken advantage. from this wide range, such as Gucci and Vans, both of which have also designed immersive in-game experiences where users can dress their avatars in virtual branded items.

To further celebrate the launch of Nikeland, the digital world is brought to Nike’s House of Innovation (HOI) in New York City, through a special Snapchat lens. Users can watch an augmented reality version of Nikeland in the kids section of HOI, complete with familiar characters and games to play.

This article first appeared on FashionUnited.UK, then translated and edited into Dutch by Ilona Fonteijn.

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