Millions visit Nikeland as brands fashion a future in the metaverse | News

Nike has attracted tens of millions of visitors to its virtual store in the metaverse as it moves to make “deep consumer connections” online.

More than 21 million people explored Nikeland, the vast digital world built by the sportswear giant inside a popular gaming platform called Roblox.

The platform’s young users have been flocking to the company’s buildings, fields and arenas to compete in a variety of games such as dodgeball, basketball and “The Floor is Lava”.

Crucially to the brand’s digital strategy, they can also browse a showroom and buy virtual products including shoes, bags and hats. The items can be used to dress their digital avatars, which become walking adverts for the company’s latest products that can be bought in the real world.