nike land

How Roblox Nike Land Designed Its Own World

When Nike announced its partnership with the huge videogame software company Roblox to open a business in the Metaverse, many things changed. This led to a new era that attracted the stares of many other companies who did the same after them, establishing a trend.

Understanding the Concepts of Roblox

To understand what Nike Land is, it’s vital to know what Roblox means for the Metaverse and the video gaming industry. Roblox isn’t just a game but the basis of a project where users can shape whatever they want and share it with others worldwide.

Another important thing to remark on is that every game in Roblox is different. The software allows for the creation of worlds and projects that can be different video games from each other, with their mechanics and singular purposes.

What makes all of this possible is that the game platform and the authoring tool are two completely independent things. Roblox Studio has a simple interface with many advanced tools for creating projects. Even children can learn to program by getting used to playing with these tools.

What is Nike Land?

Roblox Nike Land is an immersive world experience created by Nike with the collaboration of Roblox to capture young audiences and get into the Metaverse. Many brands are currently moving into this wide market of Roblox that allows the creation of almost anything, where the only limit is creativity.

This Nike world was inspired by the company brand’s real headquarters, which also holds detailed arenas where Roblox community players can test their skills. This includes competing in mini-games such as tag, the floor is lava, and dodgeball, which can be played with friends.

Nike also provides a tool kit for users to create their mini-games from interactive sports materials.

Competing in these activities earns the players rewards, such as Blue Ribbons and Gold Medals, as well as exploring and finding easter eggs. In addition, those rewards are used to unlock avatars and other virtual products related to the brand.

Of course, a room related to showcasing Nike gear is also available for anyone to visit. Many apparel staples are there, such as the AGC and the Nike Tech Pack. Players can also experience football with the Mercurial football boot.

How Did It Start?

Roblox Nike Land started as an event on November 18, 2018, that lasted until December 7, 2021. It was sponsored by the American company Nike but still receives continuous updates after the main event is finished.

Many prizes were offered during this time, and most were merchandise from the company: Nike Pro Caps, Elemental Backpacks, Cookie Earmuffs, Fury Headbands, Shoebox Costumes, and many other things. Even a James LeBron crown was included as a special cosmetic for a limited time.

How Did it Become a Success?

This virtual world of Roblox and Nike is the proven concept of the new mainstream Metaverse commercials. Nike Land saw more than seven million users in the first two months of creation.

Its digital results weren’t small either: those Metaverse experiences now represent 26% of Nike’s total brand revenue. In addition, more than 22 million users have recently visited Nike Land, which almost 120,000 players favored.

How Can Fashion and Gaming Be Combined?

Given that the Metaverse is a nascent, non-stop changing platform, there were many questions and doubts about Nike Land. Not everyone thought it could succeed, even if it was viable: gamers always seek new experiences, and Roblox offers many attractions and diversity with constant change.

But fashion projects have proven the contrary, being extremely successful Metaverse experiences. Introducing new products through these worlds, such as Gucci Town and Vans World, are other projects attracting many users alongside Nike.

What makes this strange but successful combination a hit is the mix of the core tenets of gaming and retail stores in introducing new products and experiences. For example, fashion and luxury use the concepts of seasonal refreshing. Meanwhile, video games introduce new environments on regular schedules.

Combining both provides a successful execution; meanwhile, adding other key attributes, such as social presence and persistence, is also vital. Last but not least, sharing this world is a must if developers want people to interact with it.

Successful Methods Used by These Worlds

One of Nike Land’s biggest moments was during the NBA All-Star week when Nike commissioned LeBron James to visit their virtual world. Participants were rewarded for physical gameplay and earned virtual products, too.

Another famous fashion brand, Gucci, redid the visuals and experiences of Gucci Town to promote its latest perfume, Gucci Flora. They introduced new challenges for players and allowed them to interact with an avatar of their brand ambassador, the worldwide-known singer Miley Cyrus.

What’s Needed to Build These Worlds?

Behind the success of these virtual worlds, many designers and developers work hard to make it happen. These teams, such as the Exolve one, are known as Metaverse builders and are responsible for the design discovery, modeling, and testing.

Related to Roblox Nike Land, the one in charge of creating this place was Nike’s newly acquired crew of Metaverse agency called RTKFT. They facilitated a gaming experience that could be adapted to the brand and allowed users to buy goods from Nike.

The Present and Future of Nike Land

While the main event of Roblox Nike Land ended last year, constant updates kept coming, and we are looking forward to integrating new tools and features. Users with a mobile phone can access it and convert their real-life movement into the game, performing and recording jumps and fast sprints.

This helps Nike achieve its goal of getting more people active in the real world while promoting its Metaverse world in Roblox. The idea also fits perfectly with the current global sports events, such as the globally known and watched FIFA World Cup Qatar 2022.

Furthermore, Nike looks forward to harnessing the creativity of its users, allowing the co-creation of items that can get a real-life preview if they are successful enough.

Before the creation of this Metaverse world, Nike had already shown signs of getting into the “virtual worlds” by offering a virtual reality experience in New York. In addition, a Snapchat filter was created to show what Nike Land would be in the future.


The Metaverse is constantly developing and always changing the Internet with its evolution. As a result, many brands are increasingly getting into it, looking to attract new audiences from other sectors.

One of the clear examples was Nike, which partnered with Roblox to develop a themed video game where users could interact with Nike goods, enjoy mini-games and learn more about the brand they were visiting.

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