Nikeland, Nike’s shop in the Roblox metaverse, is enjoying great success, with nearly 7 million people visiting since its launch five months ago.
Not only that, Nike is using this strategy to attract new visitors, such as the welcoming of LeBron James to Nikeland during NBA All-Star Week.
Nikeland: nearly 7 million people visited Nike’s shop in the metaverse
Nike is reportedly exceeding its own expectations in terms of both revenue and digital strategy. In its shop in the Roblox metaverse, Nikeland, as many as 6.7 million people from 224 countries have visited it since November.
In practice, Nikeland is the micro metaverse of the sporting goods brand built into Roblox that allows users to try out virtual products, as well as play Roblox’s strengths as a platform with games such as dodgeball.
Not only that, to attract more visitors, during NBA All-Star Week, Nike reportedly invited LeBron James.
The NBA star trained and engaged with players in Nikeland, and participants were rewarded for physical play with the chance to unlock virtual products.
Nikeland is part of Nike’s revenue growth in Q3
In its report, Nike reports that its revenues for the third quarter ended 28 February totalled $10.9 billion, up 5% year-on-year, allowing the sportswear titan to beat analysts’ expectations of $10.59 billion in revenue.
Among other revenues, NIKE, Inc. president and CEO John Donahoe highlighted the growing participation in new digital platforms, such as Nikeland.
In this regard, Donahoe said:
“[Nikeland] lets us create innovative ways to connect with consumers, letting them unlock virtual experiences, products and rewards as we expand access points to NIKE across the digital ecosystem”.
Donahoe also revealed that the company plans to continue to drive momentum with virtual products such as special LeBron 19 styles for Roblox.
Nike and branded NFTs with RTFKT
In this third quarter, Nike also announced NIKE Virtual Studios, following the acquisition of RTFKT in December 2021, which released the first official NIKE branded NFT.
“With NIKE Virtual Studios, our vision is to take our best-in-class experiences in digital and build Web 3 products and experiences to scale this community so that NIKE and our members can create, share and benefit together”.
Nike entered the metaverse last November 2021, when they filed an application to register the trademark “Nike, just do it”, as well as their iconic Swoosh, in the metaverse.