What is Nikeland? The NIKE metaverse

Tiempo de lectura: 4 minutos

As we already know, blockchain technology is advancing by leaps and bounds. Every day it embraces new sectors, even the sports sector. Yes, that’s right, Nike has joined the blockchain technology wave with its great creation, Nikeland. Stay reading this article because we will tell you all about what it is and how it works.

Fans of the brand have been abuzz since Nike announced its new metaverse on Roblox. This is an online video game platform that has more than 200 million monthly active users. Nike decided that, like many companies, it was time to evolve in terms of technology and has announced a partnership with Roblox to create Nikeland, a free immersive sports space.

This virtual world is about the world headquarters where sports and gaming are the main lifestyles. The virtual world buildings, fields and courts are truly inspired by the Nike headquarters and are also equipped with detailed scenarios where the skills of the Roblox community are put to the test in mini-games such as “Dodgeball” or the very famous “The ground is lava“.

What is Roblox?

To understand what Nikeland is, the first thing we must know is Roblox, the basis of the project. Roblox is a free multiplayer online and social game. Its users can shape their worlds through pieces of different sizes and different materials. The operation of this platform is somewhat similar to developing our own worlds and video games with Lego pieces. Once we have created our world, we can share our creations with other users. In this way we can both create our own worlds and visit other worlds of different users.

It should be noted that the games created in Roblox are not all the same. To understand it better, Roblox works as the base on which developers create projects and worlds, but these worlds can be totally different videogames with different purposes and mechanics. In Roblox we can find everything from parkour trials to dungeon adventures in which we must fight monsters and even survival games.

The game platform is completely independent from the authoring tool. This tool is called Roblox Studio. Roblox Studio has a relatively simple interface and offers the advanced tools necessary to develop a world and the types of games we want. This tool is so easy to use that even the youngest children can use it to start learning programming skills.

In Roblox, creators get a share of the profits that are generated by the universes they create within the game. The developers of Roblox claim that it is an educational platform based on the theory of “constructionism“. This theory holds that “children learn best in active design and construction roles, and that this learning is accelerated in public communities”.

If you are interested in this platform, the good news is that it is available for PC, Mac, iOS, Android, Amazon Devices, Xbox One, Oculus Rift and HTC Vive, and includes cross-play options. In addition, it has its own virtual currency and a micropayment system with which to acquire new customization elements.


How does Nikeland work?

Nikeland, as we have already mentioned, is a virtual world. In it we can enter through our avatar and brand products. We will be able to participate in free sporting events and play sports from our computer or cell phone.


The company’s goal in creating Nikeland is to develop an immersive 3D space that helps users turn sports and gaming into a lifestyle. Players participating in this virtual world will be able to participate in sports competitions and compete against other players in different sports such as swimming or athletics.


Nikeland is inspired by the original Nike headquarters, we already knew that, but that’s not the only real aspect it has. Users will be able to develop mini-games and scenarios using tools and materials developed by Nike in real life. In addition, users will be able to buy branded clothing to dress their avatars. It wouldn’t be a game without rewards so we can also earn them. Every user has the chance to earn rewards if they win in the competitions they have participated in.


We can find Nike garments in a “digital showroom“. In this space we can buy any type of garment, from basic to special designs such as exclusive boots, signature sneakers, etcetera.

With these accessories we will be able to take our avatar to the latest fashion. We can even collect outfits in digital versions such as the Air Max sneakers. By offering so many products, it is necessary to protect them, so the company has filed for trademark protection in the U.S. Patent and Trademark Office, claiming that the garments are “downloadable virtual goods”.


Nikeland Metaverse

With the integration of the metaverse into the cell phone, we will be able to use our phone to translate real-life movement into the game. In other words, we will be able to perform movements that will be registered as long jumps or fast sprints just by moving our cell phone. With this system, Nike achieves one of its main objectives, which is to have more active users in real life. So users will be active even when they are using virtual devices.

According to the company’s statements, Nike intends to go one step further in terms of metaverse technology. The idea is to come up with major competitions in Nikeland that are linked to global sporting events. For example, it would be an achievement to link Nikeland to the 2022 World Cup in Qatar.

In addition, Nike intends to harness the creativity of users to co-create items and they may even get to preview future real-life releases in this virtual space.

A curious fact is that, prior to its launch, Nike had already shown signs of a merger with the virtual world by offering an augmented reality experience in the New York store. The experience is through a Snapchat filter that offers users to experience immersion in Nikeland’s world.

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