the Nike Land experience at the Nike NYC House of Innovation the flagship store reinvents the Kids space on the ground floor as a first virtual playground. The immersive augmented reality experience and brand metaverse activation allow shoppers to use Snapchat Lenses and modify their own 3D avatars with Nike products, test their skills and compete against other shoppers playing Pachinko Obby Ball from Nikeland, as well as compete in an AR version of classic games like “Floor is Lava”, tag and dodgeball . Buyers can even design their own mini-games from interactive sports gear. There will also be metaverse-only visuals and features that add an interactive layer to the traditional brick-and-mortar shopping experience.
The goal of the Nikeland Experience is to “turn sports and gaming into a lifestyle” and get shoppers moving. By shaking their mobile devices and using the accelerometer, visitors to Nikeland can activate superpowers like long jumps and faster game speed. In the Nikeland Showroom, shoppers can decorate their personal metaverse avatar with a virtual collection of Nike shoes, apparel, and accessories, including a free Roblox-exclusive Nike cap and backpack. The buildings and fields inside the Nikeland digital experience are inspired by Nike’s actual world headquarters in Oregon.
Nike isn’t the only company wondering “what’s my metaverse strategy?” Many major brands and retailers are entering the metaverse in different ways or adding digital activations and initiatives to their offerings, including household names like walmart, Difference, Verizon, Adidas, Atari, and many more. Every year, $54 billion is spent on virtual goods, nearly double the amount spent buying music, and 60 billion messages are sent per day on the Roblox platform alone. One of the great possibilities of the metaverse is that it will expand market access to new groups of consumers and buyers from emerging economies. The Nikeland experience, while tied to in-store Easter eggs and special themes, is also accessible from anywhere in the world using just a smartphone.
This article originally appeared in the PSFK iQ report, Retail Strategies for the Metaverse.