Nike partners with Roblox to reach kids

Nike announced that it is working with Roblox to create a virtual world called Nikeland on the Roblox online gaming platform. The virtual works Nikeland will be free and includes Nike buildings, fields and arenas, where players can compete in a variety of mini-games, from tags and discharges to "The Floor Is Lava". It is created according to the actual registered office of the company.

Nike has said it will continue to update the virtual world to include the integration of athletes and products.
Users will also be able to enter the digital showroom, where they will dress their avatar in everything Nike has to offer and view the company's latest product offering. Items could be modeled according to actual Nike products offered or past releases.

Nike could also tease future products or allow children to co-create items. As the metaverse , companies like Nike saw value in its ability to connect with a new generation of athletes and get them to fall in love with the brand, which could ultimately translate into real-world sales. Nikeland is a way to introduce the brand to children, but also for information and use as a testing ground for the brand. If kids wear it on Nikeland, then they're going out into the physical world.

This is not Nike's first launch with Roblox. The couple teamed up in 2019 on Nike Air Max Day.
Nike has been quietly preparing for the metaverse by recently registering a number of new trademarks that indicate its intention to manufacture and sell Nike virtual sneakers and clothing.

With Nike acutely feeling the effects of supply chain pandemic complications over the past year, digital technology remains a clear point in the company's changing consumer habits.