In November 2021 Nike launched Niketown in Roblox. Featuring a virtual store, areas for mini-games and an overall theme of turning sports and play into a lifestyle for children, it's been a big success. The company has recently revealed that visitor numbers to Nikeland have exceeded 6.7m from 224 different countries.
Roblox is currently the largest virtual world in The Metaverse with over 210m monthly active users and increasingly brands are entering itto test new creative concepts and create branded experiences into the valuable demographic of tweens and early teens.
Nike’s chief executive Jack Donahoe explained how the company has been driving consumers to it on its Q3 earnings call saying: “During NBA All-Star Week, LeBron James visited Nikeland on Roblox to inspire its community towards physical movement in play. 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.”
So, clearly Nike are reaping the benefits of bold marketing initiatives and not being afraid to enter 'places' where their brand identity isn't fully under their own control. We have been thought-leaders in the field of brands in The Metaverse and our report, The Six Rules of Virtual Brand Management lays out the options for marketers.
The Five Rules of Virtual Brand Management
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