Nike has always been at the forefront of digital transformation. Artificial intelligence, e-commerce and in-store experience technology have been an integral part of brand strategy for years. More recently, it has tried to capitalize on the enthusiasm generated by new concepts such as the metaverse, NFTs, and web3. Here’s a look at some of the ways Nike is using these technologies to stay relevant and on the cutting edge of culture.
Nike and the Metaverse
Nikeland is the metaverse space specially designed by Nike, which uses the Roblox platform to meet its fans, exchange, participate in promotions and live a whole range of experiences related to the brand.
The term “metaverse” is used to describe the new category of platform-based virtual worlds that users explore and use as avatars of themselves. Of course, there have always been virtual spaces where users can game, chat and socialize, or work. What makes a metaverse environment different is that we can do all this and more in a persistent environment and set of rules.
According to Nike, 7 million visitors have spent time in Nikeland since its launch in November 2021. They could watch performances by sports stars, including LeBron James, and purchase exclusive digital merchandise to decorate their avatars. Items are not limited to Nikeworld and can be worn as their avatars travel to other Roblox environments, essentially turning visitors into digital brand ambassadors. They can also test their reactions and strategic skills through a number of games, with the chance to win even more products and rewards.
Each visitor to Nikeland also becomes the guardian of their own “yard”, a personal space within Nikeworld that they can use to display and decorate their collectibles to match their personality.
Nike is the first brand to demonstrate that a lifestyle selling philosophy can work just as effectively in the digital world as it does in the real world. Thus, Nike has successfully transformed its ability to cultivate an ambitious mindset into the virtual realm, both in terms of desirable and fashionable products that users can own and through competition, challenges and the ability to show high scores and achievements. So this is a great demonstration of a brand that has aligned its digital transformation with its existing identity and ideals.
Web3 and NFTs
Nike also responded very quickly to the NFT trend. These are tokens that live on a blockchain and can be used to create digital assets that are essentially exceptional and unique. While most digital objects (e.g. a JPG image or a piece of MP3 music) can be reproduced endlessly, an NFT is a single piece of digital data that can be linked to any other digital object, theoretically giving the object this uniqueness. is granted.
Nike showed its interest in NFTs last December by acquiring RTFKT Studios, a maker of “next generation” NFT collectibles. It’s not hard to see the studio’s pull on the sportswear maker when you learn that it managed to sell 600 pairs of NFT sneakers in just six minutes, for a total of $3.1 million.
Nike’s first collection of NFT sneakers, created in collaboration with RTFKT Studios, is called CryotoKicks Dunk Genesis, and once they own them, users can customize them.
This is an indication that Nike clearly understands the value of personalization to today’s consumer, especially for young millennials and Gen Z, many of whom prefer unique or personalized items over identical products made in the China series.
Nike’s latest adventures in digital transformation are not limited to the virtual and digital worlds. The brick and mortar stores are also becoming showcases of how the brand uses new technologies.
The New York flagship store aims to encourage users to engage and experience the brand through sports and technology, which is just as important as encouraging them to buy products. They can make hoops on the store’s baseball field, equipped with cameras and video screens to capture and play back the highlights in real time. They may also sweat on a treadmill that simulates running outdoors. They can also customize their shoes to look the way they want before buying them and get advice from trainers and coaches who are always available.
The keyword here is experience. In a world where consumers say a positive experience with a brand is more important than factors like price when it comes to making a purchase decision, Nike hopes technology will help shop and create memorable experiences that build a strong connection between customers and the brand. will create. That means the next time they shop for sporting goods, they’ll be more likely to look for the famous swoosh logo, be it real or virtual.
Article translated from Forbes US – Author: Bernard Marr
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