Riding the Web3 Wave: How Nike is Making a Splash in the Gaming World

Introduction

In recent years, the rise of cryptocurrencies and the advent of blockchain platforms have paved the way for innovative applications within the fashion and gaming industries such as the case study of Nike.This convergence has given birth to a new genre of crypto games that incorporate virtual fashion and branded sportswear.

Sport garment brands, renowned for their athletic apparel and global recognition, have started exploring the realm of crypto games as a means to engage with their audience in exciting and immersive ways. 

These games leverage blockchain technology to create virtual marketplaces where players can acquire, customize, and trade digital sportswear and fashion items.

In the world of crypto games that involve sport garment brands, players can also unleash their creativity by designing unique outfits, customizing jerseys, and accessorizing their avatars with branded sportswear. These virtual fashion items are represented as non-fungible tokens (NFTs), ensuring their scarcity, authenticity, and ownership on the blockchain.

Nike, the well-known sport garment brand, has demonstrated to have a very clear strategy in the crypto space.

Nike and Web3 roadmap

Over the past few years, Nike has been actively exploring and implementing its Web3 strategy. 

In 2019, the company filed a patent for “cryptokicks”, signaling its early recognition of the potential of blockchain technology. 

In 2020, Nike announced its intention to test RFID technology combined with blockchain to enhance supply chain traceability. 

In 2021, Nike further solidified its commitment to the digital space by acquiring RTFKT, a move that demonstrated its determination to embrace the digital fashion and collectibles market.

The year 2022 marked a significant milestone for Nike as they unveiled their highly anticipated .SWOOSH platform, showcasing their dedication to leveraging Web3 technology.

.SWOOSH

In November 2022, Nike unveiled .SWOOSH, an innovative Web3 platform built on Polygon.

By leveraging blockchain technology, .SWOOSH creates a decentralized space that brings together athletes, creators, collectors, and consumers. This platform serves as a virtual hub for Nike’s digital creations, offering a platform where individuals can design, own, and trade sport apparel as digital products.

Users of .SWOOSH gain access to a range of features, including the ability to trade NFTs, participate in events, and obtain tangible products.

Notably, at its launch, .SWOOSH had already secured partnerships with renowned athletes such as Cristiano Ronaldo, LeBron James, Michael Jordan, and Serena Williams. This collaboration with top athletes further enhanced the platform’s appeal and credibility.

Within .SWOOSH, Nike Members have the opportunity to explore, collect, and actively contribute to the development of virtual creations. These interactive digital objects, such as virtual shoes or jerseys, are wearable within digital games and immersive experiences. Additionally, community members may have the chance to unlock access to physical products or exclusive events, including conversations with athletes or designers.

.SWOOSH then unveiled its inaugural digital collection, which was co-created by its community members. This collaborative approach ensures that the platform reflects the desires and preferences of its engaged user base.

In January 2023, the .SWOOSH community had an exciting opportunity to take part in the #YourForce1 contest. This contest encouraged community members to unleash their creativity by building visual storyboards on Instagram, showcasing their unique footwear designs. Four winners were selected, each receiving a prize of $5,000 and an exclusive chance to collaborate directly with Nike designers. Together, they embarked on a journey to create their very own one-of-a-kind digital sneakers.

Building upon this momentum, .SWOOSH made a significant release on May 15: the highly anticipated NFT sneaker collection called Our Force 1, paying homage to Nike’s iconic Air Force 1 sneakers. The response was astounding, with over 97,000 NFT sneakers from the collection sold. This achievement underscores the immense popularity and demand for .SWOOSH’s digital offerings within the community and beyond.

Nike and EA Sports

Nike has recently announced an exciting development for .SWOOSH, as it will be integrated into upcoming EA Sports video games. 

This collaboration marks a significant partnership between Nike Virtual Studios and EA SPORTS, combining their expertise in sports and entertainment to enhance the virtual sports experience for fans worldwide. 

The aim is to provide new avenues for members of the .SWOOSH digital community and passionate EA SPORTS fans to express their personal style through gameplay.

Through this partnership, immersive experiences and heightened levels of customization will be introduced within the EA SPORTS ecosystem. 

In future EA SPORTS titles, selected .SWOOSH virtual creations will be made available, offering members and players unique opportunities for self-expression and creativity in both sport and style.

EA SPORTS is renowned for its suite of popular sports-related games, including the well-known FIFA franchise. 

Nike plans to reveal further details on how its NFTs (non-fungible tokens) will be integrated into EA’s games in the coming months, according to a statement from the company. 

This collaboration with EA is another significant step for Nike as it continues to incorporate Web3 technology into its business strategy, fostering innovation and immersive experiences for its global audience.

Nike and Epic Games

In June 2023, Epic Games and Nike celebrated the culmination of their multi-year partnership with the release of ‘Airphoria’, an exciting new Fortnite island crafted using Unreal Editor for Fortnite.

This collaboration presents a significant opportunity for traditional gamers to embrace Web3 solutions, considering that Fortnite boasts an impressive player base of over 242.9 million active players in the last 30 days, according to Active Player statistics.

Airphoria transports players and their friends into a visually captivating Air Max-themed universe within the world of Fortnite. Nike has skillfully brought their vision of Airphoria to life, allowing fans to engage with Air Max sneakers in a completely fresh and immersive manner.

Members of .SWOOSH have the option to link their Epic Games and Nike accounts, enabling them to receive a special Linking Achievement NFT. This NFT provides users with early access to the upcoming .SWOOSH Air Max Virtual collection, unlocking exclusive benefits and experiences.

Furthermore, by spending at least 10 minutes exploring the Airphoria Fortnite map, users can claim a complimentary Air Max 1 ’86 sneaker within the game. Additionally, players have the option to purchase the Airphoria Pack, which includes two sneaker pickaxes, a sneaker drop glider, and an emote, adding further flair and customization options to their Fortnite experience. As a bonus, all purchasers of the Airphoria pack will be eligible to claim an Airphoria Achievement NFT, commemorating their participation in this exciting collaboration between Epic Games and Nike.

Conclusions

The convergence of sports, technology, and gaming has always held immense potential, but Web3 technology has the capability to propel it to new heights. While many have been optimistic about the emergence of play-to-earn games and the integration of NFTs for every in-game item, it is possible that these concepts may remain relatively niche. Instead, the most successful use case in gaming’s future could lie in brand-driven collaborations that seamlessly blend Web2 and Web3 technologies, as exemplified by Nike’s strategic moves.

By merging the best of both worlds, Nike and other forward-thinking companies have the opportunity to create captivating experiences that leverage the benefits of blockchain and NFTs while still appealing to a broader audience. 

This approach combines the innovative elements of Web3 with the familiarity and accessibility of Web2, ensuring a harmonious and engaging user experience in the gaming landscape of the future.

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