Nike Brings Virtual Nikeland/Roblox Experience to NYC Store – WWD

Nike‘S reverse real strategy is going meta.

After expanding its brand from the real world to the virtual world of Roblox in November, the company revealed Friday that it is now bringing the digital Nikeland experience to its New York City store across the United States. route number 5.

The Kids – 1st floor of Nike NYC, House of Innovation – has been “transformed into an augmented reality version of Nikeland,” according to the company. The space features decorative visual elements within the theme, while AR features via Snapchat Lenses provide avatars and games. The experience runs until January.

The details sound like virtual or augmented reality versions of theme parks or Dave & Buster’s, but on a smaller scale and set inside a Nike store. The company says its goal is to inspire people to move around or dance.

In one area, visitors could see themselves in the Nikeland Roblox environment on a large screen, with an on-site camera set up to scan bodies. The system changes the heads on the avatar to balls from different sports, and up to four people can try it out at the same time with different options of “Roblox Basketball”, “Football” ”, “Nike Headband Basketball” and “Glossy Blue Tennis with Black NSW Locks. ”

Elsewhere, guests can start a game of Pachinko Obby Ball by scanning a Snapcode. An AR class changes the shoe wall into a Roblox-like basketball pachinko board, and people drop virtual basketballs on their phone screens to play. In another AR-powered game, the floor becomes a field of lava, complete with its own volcano, and the player must navigate their way through it – much like the game “The floor is lava” inside Nikeland in Roblox.

Create a virtual experience based on the brand and its headquarters in the real world, then redirect this reverse returning to a physical location seems like a bit of self-referencing logic. But this is not the first time for Nike. When it launched Nikeland at Roblox two months ago, the company also released Snapchat AR Lenses for House of Innovation.

Of course, there’s more context to projects like this now. Nikeland’s debut at Roblox comes between two major company milestones – a trademark application in November to protect its name and brand in the virtual world and the announcement of the acquisition of Rtfkt in December. This brand caught the attention of the fashion industry in March 2021, when their NFT digital-only sneaker collection grossed over $3 million in minutes.

That considers efforts like this more than just a gimmick. For Nike, it’s serious business and, obviously, it can break down the wall between the real and virtual worlds. This is not a bad thing in retail. In fact, it’s another form of omnichannel business, one that recognizes newer technologies and tools that bring new opportunities. For example, here’s an intriguing thought from the new trigger: Did Nike just figure out how to make the body scan concept less creepy and more appealing to consumers? Nike Brings Virtual Nikeland/Roblox Experience to NYC Store – WWD


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