Nearly seven million people have visited Nikeland, the sportswear giant’s metaverse offering, five months after it opened.

According to the brand, 6.7 million people from 224 countries have visited the online space and taken part in online games while trying on virtual products.

In Nike’s Q3 earnings call, chief executive and president Jack Donahue explained that company had actively driving customers towards the online space.

“During NBA All-Star Week, LeBron James visited Nikeland on Roblox to inspire its community towards physical movement in play,” he said.

“On the Nikeland court, LeBron coached and engaged with players, and participants were rewarded for physical gameplay with the ability to unlock virtual products.

“We plan to continue driving energy there with virtual products like LeBron 19 styles special to Roblox.”

Donahue also acknowledged the company’s key revenue strategy for the metaverse is branded NFTs (non-fungible tokens).

Nike acquired digital collectibles agency RTFKT in December last year.

“With Nike Virtual Studios, our vision is to take our best-in-class experiences in digital and build web3 products and experiences to scale this community so that Nike and our members can create, share and benefit together,” Donahue added.

“We’re pleased by the positive momentum and energy we’re already seeing in the space and we’re excited by the future as we continue to extend our digital leadership in the industry.”

Nike has pushed hard with its digital strategy of late, with Nike Digital now making up 26% of total Nike Brand revenue.

SOURCE: Charged Retail – August 2022