Nike has always been at the forefront of digital transformation. Artificial intelligence, e-commerce and in-store experience technology have been an integral part of the brand strategy for many years. Lately, it has strived to take advantage of the enthusiasm generated by new concepts such as metaverse, NFTs and web3. Here’s a look at some of the ways in which Nike leverages these technologies to stay relevant and at the forefront of culture.
Nike and the meta verse
Nikeland is the metaverse space specially designed by Nike, which uses the Roblox platform to allow its fans to meet, exchange, participate in campaigns and live a whole range of experiences related to the brand.
The term “metaverse” is used to describe the new category of platform-based virtual worlds that users explore and interact with as avatars of themselves. Of course, there have always been virtual spaces where users can play games, chat and socialize or work. What makes a metaverst environment different is that we can do all this and more in a sustainable environment and set of rules.
According to Nike, 7 million visitors have spent time on Nikeland since its launch in November 2021. They were able to watch performances by sports stars, including LeBron James, and purchase exclusive digital merchandise to decorate their avatars. Items are not limited to Nikeworld and can be worn when their avatars travel to other Roblox environments – which basically turns visitors into digital brand ambassadors. They can also test their reactions and strategy skills through a series of games, with the chance to win even more products and rewards.
Every visitor to Nikeland also becomes the guardian of their own “backyard”, a personal space in Nikeworld that they can use to display their collectibles and decorate to suit their personality.
Nike is the first brand to demonstrate that a “lifestyle sales” philosophy can work just as effectively in the digital world as it does in the real world. Thus, Nike has succeeded in translating its ability to cultivate an aspiration mindset into the virtual world, both in terms of desirable and fashionable products that users can own and through competition, challenges and the ability to show high scores and achievements. So this is a great demonstration of a brand that has adapted digital transformation with its existing identity and ideals.
Web3 and NFTs
Nike was also very quick to take advantage of the NFT trend. These are tokens that live on a blockchain and can be used to create digital assets that are essentially exceptional and unique. While most digital objects (such as a JPG image or a piece of MP3 music) can be rendered infinitely, an NFT is a single piece of digital data that can be linked to any other digital object, theoretically rendering the object this unique character. .
Nike showed its interest in NFTs last December by acquiring RTFKT Studios, a maker of “next-gen” NFT collectibles. It’s not hard to see the studio’s appeal to the sportswear manufacturer when one learns that it managed to sell 600 pairs of NFT sneakers in just six minutes, for a total of $ 3.1 million.
Nike’s first collection of NFT sneakers created in collaboration with RTFKT Studios is called CryotoKicks Dunk Genesis, and once they own them, users can customize them.
This is an indication that Nike clearly understands the value of personalization for today’s consumers, especially for young millennials and Gen Z, many of whom prefer unique or personal items over identical products made in the China series.
Nike’s latest adventures in digital transformation are not limited to the virtual and digital world. Its physical stores are also becoming showcases for how the brand leverages new technologies.
In their flagship store in New York, the idea is to encourage users to get involved and experience the brand through sports and technology, which is just as important as encouraging them to buy products. They can make hangers on the store’s baseball field, equipped with cameras and video screens to capture and play the highlights in real time. They can also sweat on a treadmill that simulates outdoor running. They can also customize their shoes to make them look the way they want before buying them and get advice from trainers and trainers who are always available.
The key word here is experience. In a world where consumers say that a positive experience with a brand is more important than factors such as price when it comes to making a purchasing decision, Nike hopes that technology will help create shopping and memorable experiences that will create strong ties between customers and brand. This means that they will be more likely to search for the famous swoosh logo the next time they search for sporting goods – whether they are real or virtual.
Article translated from Forbes US – Author: Bernard Marr
<< Læs også: Nike forlader Rusland efter ikke-fornyelsen af sin master-franchisekontrakt >>>