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Nike creates ‘NIKELAND’ in the metaverse

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Nike revealed a virtual world 3D modeled after its headquarters on game platform Roblox Corp, becoming one of the first big brands to enter the metaverse.

The digital 3D space called “NIKELAND”, allows players to outfit their avatar with special Nike products and  play “Tag”, “The Floor Is Lava” and “Dodgeball” on the platform, which also lets creators design their own mini-games from interactive sports materials.

“Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle,” the sportswear maker said.

On NIKELAND, visitors can use the accelerometers in their mobile devices to transfer offline movement to online play, allowing real-life movement in the digital space. Roblox has 43.2 million daily active users worldwide, giving brands like Nike another avenue to market their products, digital or real.

This is just one very early example of how brands can utilize the metaverse and allow customers to experience interactive 3D experiences.

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