In the last decade, the retail industry has been striving to merge physical and digital retail. And now that the Metaverse has arrived, it is much easier for them to bridge that gap. A growing number of retail brands, including Balenciaga, Tommy Hilfiger, Adidas, Vans, Gucci, Nike and more have stepped up their game by purchasing Metaverse space.
These leading brands have begun to explore the usage of the Metaverse to provide their customers with an immersive and multimodal experience that is currently lacking in the digital world. When combined with augmented reality (AR) and virtual reality (VR) devices, it has the potential to significantly revolutionize the retail industry. The question that lingers on people’s minds now is, ‘Is the Metaverse the future of shopping?’
One of the retailers that has made greater moves to succeed on the Metaverse is Nike. The sportswear giant has teamed up with Roblox – one of the biggest gaming and Metaverse platforms around. And created their own online corner of the Metaverse, known as NIKELAND. It has been visited by nearly 7 million people all around the world since its launch in November 2021. NIKELAND is becoming a whole new world that crosses into real-life experiences of shopping for sports fashion.
| 1. The Aims of NIKELAND |
1. The Aims of NIKELAND
NIKELAND is designed to transform sport and play into a lifestyle. Users can play Tag, The Floor is Lava, and Dodgeball with their online buddies on the platform, where creativity is limitless. Moreover, they can quickly design their own mini-games from interactive sports materials using the NIKELAND tool set.
Besides that, NIKELAND also aims to get users to move around the online platform by transferring offline movement to online gaming. It is mostly targeted towards Gen Z and Gen Alpha. They can experience all these activities online where they can unleash super abilities by shaking their mobile devices and using the accelerometer like lengthy jumps and higher in-game speed. NIKELAND’s digital experience includes buildings and fields inspired by Nike’s real-life world headquarters in Oregon.
2. The Expectation of NIKELAND
NIKELAND is a virtual shopping place where users become creators by tapping into their desire to design fashion attire. Users can create an avatar of themselves and dress in their preferred clothing from a virtual collection of Nike shoes, clothes, and accessories in the digital showroom. If the selected products are not available in-store, they are available on the online platform.
Moreover, exclusive virtual products like the ACG and Nike Tech Pack can also be unlocked by the users in the showroom. In addition to that, Nike has filed trademarks to sell their sneakers on the Metaverse in October 2021. This means that the goods the users have customized and designed are available for purchase as physical goods.
3. Nike Elevating their brand in the Metaverse
Nike’s Metaverse shop is a brand-new experience for users. One of the most exciting prospects for the Metaverse is that it will allow new groups of customers and shoppers from emerging economies to get access to online markets. Altogether, this concept of free accessibility of virtual products helps Nike position themselves in the Meta world, higher than other leading brands.
Evidently, it is important for businesses to start considering the Metaverse and prepare to employ it for digital asset development. Businesses that effectively merge the two worlds – physical and virtual – and give exceptional consumer experiences across the spectrum are more likely to flourish as this technology improves over time and more corporations start establishing their presence. Have you started adopting the Metaverse in yours?
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