If NFTs are still struggling to become more popular with the general public, some brands are determined to take on the adventure at all costs. This is particularly the case with Nike. The brand has just rolled out the beta version of its in-house blockchain service. It’s called .Swoosh and it’s a platform where members can buy or even create virtual wearables. Their avatar can carry these digital products in games and other digital spaces.
After the acquisition of the startup RTKFT, which specializes in the creation and sale of digital objectsNike, goes even further by launching its own service based on the blockchain. With .Swoosh, members will soon be able to dress up their virtual avatar with sweaters, shoes and more. brand virtual items.
A .Swoosh community
Last year, the comma brand surprised its fans by announcing its entry into the ecosystem NFT with the acquisition of the famous studio RTKFT. Then, a few months later, Nike launched the very first collection of sneakers in digital version. An excellent decision that allows him to generate a nice income of $ 180 million today. At the same time, its main competitors Adidas and Puma earn only $11 and $1.3 million, respectively, thanks to the non-fungible tokens.
Today, the company that owns many sports teams wants to take its ambitions even further with the .Swoosh service. This platform is currently in beta and only accessible to a lucky few. At the beginning of 2023, this platform will launch its first virtual collection. But it won’t just be a matter of extremely expensive virtual shoes and clothes. Before Nike releases its first collection, Nike wants to do that indeed form a real community around its platform. Among other things, the brand wants to educate its users first.
So in December, when the full functionality of the platform will be available, Nike plans to launch community challenges. These will enable the winners co-create virtual items with the brand. They then receive royalties on their virtual products.
In the long run, users will not only be able to buy digital products with traditional means of payment, exchange NFTs, access very real products and special events in preview. But also learn to create virtual products for them to use all immersive experiences.
So the machine is launched, it remains to be seen whether the public will be receptive.