Sports maker Nike has always been at the forefront of digital transformation. Artificial intelligence (AI), e-commerce, and in-store experience-based technology have been an integral part of the brand’s strategy for many years. Recently, I’ve taken advantage of the excitement about new concepts such as Metaverse, NFT, and web3. Below are some overviews of how Nike can leverage these technologies to stay relevant and at the forefront of culture.
Amazing way Nike is using Metaverse, Web3, NFT
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Nike and Metaverse
Nike Land is Nike’s exclusive metaverse space that uses the Roblox platform to enable fans to meet, interact, participate in promotions, and participate in a variety of brand experiences.
“Metaverse” is a term used to describe a new kind of platform-based virtual world in which users explore and interact as their avatars. Of course, there is always a virtual space where users can play games, chat, socialize, and work. The difference in the Metaverse environment is that you can do any or all of these things in one persistent environment and a set of rules, and much more.
According to Nike, 7 million visitors have stayed in Nike Land since its launch in November 2021. During that time, I was able to enjoy the appearance of celebrities from sports stars such as LeBron James and buy exclusive digital products to decorate my avatar. .. Items are not limited to Nikeworld and can be worn when your avatar moves to another Roblox environment. In other words, the visitor is basically a digital brand ambassador. You can also test your reaction and strategy skills in many games and get the opportunity to win more products and rewards.
Each visitor to Nikeland will also be the caretaker of their “garden.” This is a personal space within Nike World that you can use to show off your collectibles and decorate them to your personality.
Nike is playing a leading role in brands that demonstrate that the spirit of “selling a lifestyle” works as effectively in the digital world as it does in the real world. In this way, we succeeded in porting an ambitious mindset to the virtual realm, both in terms of desirable fashionable products that users can own and their ability to compete, challenge, and deliver high scores and results. .. This means that digital transformation can serve as a great demonstration of a brand that fits its existing identity and ideals.
Web3 and NFT
Nike also quickly took advantage of NFT trends. These are tokens that exist on the blockchain and can be used to create unique and unique digital assets. Most digital items (such as JPG images and MP3 tunes) can be duplicated indefinitely, but NFTs are unique digital data that can be attached to other digital items, theoretically giving them their uniqueness. item.
Nike showed how enthusiastic about NFT’s ideas when it bought RTFKT Studios, the maker of “next generation” NFT merchandise last December.It’s not hard to understand the appeal of a studio to a sportswear maker when he finds out that the studio has managed to do it. sell 600 pairs of NFT sneakers in just 6 minutes for a total of $ 3.1 million.
Nike’s first collection of NFT sneakers, created in combination with RTFKT Studios, is called CryotoKicks Dunk Genesis, and once owned, users can customize it using “skin vials.” These vials can be created by a variety of designers to add special effects and patterns to the base sneakers.
This shows that Nike has a clear understanding of the value of personalization for today’s consumers. Especially young millennials and Generation Z emphasize unique, unique or customized items over mass-produced products with identity.
Experience-based store
The latest adventures in Nike’s digital transformation aren’t limited to the virtual and digital worlds. Its real-world brick and mortar stores are also becoming a showcase for how brands can leverage new technologies.
At the flagship store in New York, the idea is that encouraging users to engage and experience the brand through sports and technology is just as important as encouraging them to buy the product. They are equipped with cameras and video screens to shoot hoops at the in-store baseball field and capture and play highlights in real time. Or you can sweat on a treadmill that simulates great outdoor running. You can also customize your shoes to your liking before you buy them, or get advice from your trainer or coach at all times.
The keyword here is experience. In a world where consumers say it’s more important to have a positive brand experience than price and other factors when making a purchase decision, Nike is memorable for technology to build a strong bond with its customers. We want to create a shopping and leisure experience. brand. This means that the next time you hit the sporting goods market, you’re more likely to look for the famous swoosh logo of real or virtual type.
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