‘This approach meets consumers wherever they play and shop sports and offers a gateway into a new digital arena,’ says Ron Faris, GM of Nike Virtual Studios. SWOOSH by Nike recognizes the many ways metaverse fans want to express their creative selves in the games and social platforms they are on, and the shoe company wants to be there with them, quite literally and digitally, co-creating products with them. Nike’s virtual creations uses blockchain technology ‘That means prioritizing local communities that Nike supports across its diversity, equity, and inclusion initiatives, starting with the United States and select countries in Europe, and skill-building with them so that they’re ready to participate,’ Nike writes, not indicating yet how these are going to take place. The shoe company seems to repeat that it wants its community to be ‘as diverse and equitable as possible,’ but examples of how its team is going to go about with it seem lacking. Nike writes that for the rest of the year, it will grow the platform and keep inviting creatives to sign up. SWOOSH by Nike is still in its beta mode, the registration to join the digital community will be opening later this month. ‘Sports and culture are evolving, so we want to build a future that’s creative, inclusive, and brimming with unlimited possibilities for everyone,’ the shoe company repeats in its news.Ĭreatives will have the chance to co-produce their design for Nike Nike sees its new venture as a bringer of new opportunities to innovate, inspire, and move boundaries. Fans who will join can also benefit from some Nike virtual creations via access to physical products and exclusive events that Nike will host. Nike virtual creations include sneakers, apparel, accessories, and other collectibles that users can wear in games or test with other immersive experiences. The home to Nike’s virtual creations uses blockchain technology, or web3, to power its system. SWOOSH has entered its beta stage, so the full fine print is yet to be defined, but the shoe company has already promised the users that the digital community will ‘ offer an inclusive, equitable place for athletes, creators, collectors, and consumers to design and own the future of sport.’ While that might not be a concern for others, some might consider it a dealbreaker. SWOOSH, a metaverse and web3-enabled community where creatives can design their own sneakers, but there’s a catch: they will co-produce the design for the shoe company and potentially own a cut from the sold virtual products.
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