Nike is building its metaverse inside of ‘Roblox’

Meta and Microsoft aren’t the only companies with ambitions for the metaverse. On Thursday, Nike announced a partnership with Roblox to offer a free virtual playspace called Nikeland. In its current iteration, Nikeland includes minigames such as tag, dodgeball and the floor is lava that players can check out with their friends. Mobile integration allows you to use your phone to translate real-life movement into the game. In that way, you can do things like long jumps and fast sprints. Naturally, there’s also a digital showroom where players can get Nike swag for their avatar.

According to CNBC, that’s only the start of what the brand has planned for the space. In the future, it could host competitions tied to global sporting events. For instance, it could host soccer games when the 2022 World Cup kicks off in Qatar. The showroom could also one day tease future product releases and allow users to co-create items.

It’s no surprise to see Nike partner with Roblox on a metaverse play. With more than 200 million estimated monthly active users, it’s one of the most popular games among kids and teenagers. By offering a free space where those young people can interact with the brand, Nike creates an avenue for them to become its customers in the real world.

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