Source: www.thedrum.com
The sportswear giant was one of the first to create its own virtual world in which to sell its own virtual goods. For The Drum’s Evolution of E-commerce Deep Dive, we look at the lessons to be learned from his success.
Nikeland was one of the first proofs of concepts for mainstream metaverse trading. The virtual world, created on Roblox, received 7 million visitors over the course of its first two months. It built on the expertise of Nike’s recently acquired metaverse agency, RTKFT, to facilitate a Nike-branded gaming experience and, more importantly, allowed users to purchase virtual goods from Nike itself.
Nike’s digital bottom line, largely due to those metaverse experiences, now accounts for 26% of total Nike brand revenue. And as part of that effort, Nikeland has to date…
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